With its first major pillar fragrance launch in nearly two decades, called Untold, Elizabeth Arden is hoping to continue its ongoing quest to help its flagship brand regain its former glory.
While Arden certainly has a portfolio of blockbuster licenses, its namesake brand has been undergoing a freshening-up campaign that E. Scott Beattie, president, chief executive officer and chairman of Elizabeth Arden, first spoke to WWD about in May 2012. Phase one included establishing roughly 50 flagships globally to maximize business, updating case lines and completely revamping existing packaging, as well as trimming stockkeeping units from 488 to 355, focusing on key pillars. At the time, the brand’s retail sales were estimated to be about $850 million globally. The Arden brand has reportedly enjoyed a 22 percent lift in the repositioned doors in North America year over year.
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