Hard Candy Changes Underway As Brand Seeks 30% Sales Growth
This article was originally published in The Rose Sheet
Executive Summary
Hard Candy is being repositioned in an effort to help the struggling beauty brand find its niche in the crowded cosmetics market. Under the leadership of General Manager Adel Hamdan, the LVMH division is implementing a turnaround initiative centered on new products, pricing and packaging
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Hard Candy Return To Prestige Teen Roots On Track Under The Falic Group
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Zomnir joins Hard Candy
Urban Decay Creative Director Wende Zomnir appointed creative director of sister brand Hard Candy. Exec is charged with returning the brand to "prestige teen" positioning under new parent The Falic Group, firm announces. Zomnir, who will remain creative director of Urban Decay, will work to revive the brand with more functional, "eye-catching" packaging and lower price points. Hard Candy and Urban Decay were once niche rivals in the cosmetics industry before both were acquired by LVMH. Under luxury goods manufacturer's ownership, Hard Candy struggled to define its position in the market and registered revenue declines, while Urban Decay turned in solid performance (1"The Rose Sheet" Dec. 23, 2002, p. 6). Both brands were purchased by Duty Free Americas owner, The Falic Group, in December (2"The Rose Sheet" Feb. 3, 2003, In Brief)...