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Elizabeth Arden Unveils Its New Look

NEW YORK — Elizabeth Arden is preparing to give the beauty industry a hand — not to mention a little added color. <BR><BR>In January, the company will introduce both Eight Hour Cream Intensive Moisturizing Hand Treatment, a gel hand...

NEW YORK — Elizabeth Arden is preparing to give the beauty industry a hand — not to mention a little added color.

In January, the company will introduce both Eight Hour Cream Intensive Moisturizing Hand Treatment, a gel hand moisturizer that joins its iconic Eight Hour Cream franchise, and a revamped eye and cheek color line — finishing a restaging of its Color Intrigue cosmetics line, a project Arden began last year with lip color.

Eye and cheek formulas, as well as packaging, have been revamped, noted Anita Genco, director of global marketing, color cosmetics, for Elizabeth Arden. New formulas for eye shadow, eyeliner, cheek color and bronzing powder — tweaked to offer more color payoff, better blending and more comprehensive shade offerings — are on tap, as are color additions and changes for Dual Perfection Brow Shaper and Eyeliner. Arden will offer 28 eye shadows, each $13; six eyeliners, each $15; eight cheek colors, each $20; one bronzer, $27.50, and six brow shaper-eyeliners, each $16.

Arden’s cosmetics packaging will consist of a black compact topped with a smoky gray outer shell, with gold type and gold trim appearing to float within the compact. A round center window showcases the color inside. The packaging was designed by Riccardo Gambaccini.

The brand’s core color user is currently 30-plus, according to the company, and Arden is hoping to broaden its consumer base — specifically to those in their mid-twenties, said Genco.

Arden will also offer a hand cream in its Eight Hour franchise, noted Samantha Gurry, director of global marketing, skin care for Elizabeth Arden. The fast-absorbing gel is formulated with, among other things, glycerin to hydrate skin, beta-hydroxy acid to smooth it and vitamin E to protect it. A 2.5-oz. tube will retail for $15. The franchise, first introduced in the Thirties, also includes treatment-related lip balms and the original facial moisturizer.

Although none of the executives would comment on projected sales or advertising spending, industry sources estimated that the color cosmetics stockkeeping units could add $10 million at retail in their first year on counter and that the hand cream could do $1 million in sales in the same period in the U.S. Print advertising for color cosmetics will begin breaking in February fashion, beauty and lifestyle magazines.

This story first appeared in the November 19, 2004 issue of WWD.  Subscribe Today.