NEW YORK — Elizabeth Arden is planning a little face time this summer, with significant new introductions coming in both color cosmetics and skin care.
Color Intrigue, the brand’s new lipstick lineup, includes 24 shades broken down into five color families — reds, corals, neutrals, pinks and plums —?in both cream and pearlized formulas, noted Lisa Mataro, vice president of marketing for Elizabeth Arden. Color Intrigue also introduces new lipstick packaging for Arden — a black case with a smoky overlay with the Arden name seemingly floating inside. The square packaging, designed by Ricardo Gambaccini, features rounded edges and gold accents, while the outer packaging is black with an overprinted pattern of Arden’s red door logo. The interior of the lipstick carton is a pop of crimson.
As well, Arden will introduce coordinating Smooth Line Lip Pencils in eight shades.
Each lipstick retails for $17.50, while the lip pencils are $15 each. All will be on counter in mid-August in Arden’s lineup of 1,500 department and specialty store doors. National advertising is planned and will break in September magazines, and more than 7 million mailers and blow-ins are also planned. While Mataro wouldn’t comment on projected sales or advertising, industry sources estimated that the lip products would do about $5.5 million at retail in their first year on counter and that about $1 million would be spent on advertising and promotion.
Arden’s also facing summer with a new addition to the Ceramides franchise, Ceramide Plump Perfect Moisture Cream SPF 30. The product was inspired by the growing cosmeceutical trend, noted Mataro.
“For the first time, Plump Perfect combines three ceramides in one product,” said Tony Vargas, director of skin care research and development for Elizabeth Arden. “Ceramide 1 helps to strengthen skin, ceramide 3 helps to moisturize it and ceramide 6 helps to exfoliate and retexturize.” As well, he noted, Plump Perfect includes argireline, a hexapeptide that is intended to plump up lines on skin, and polyquat, a polymer which is said to bond to the skin to lock in moisture. Plump Perfect retails for $55 for 1.7 oz. and will be available in Arden’s full U.S. distribution in mid-July.
Arden plans national advertising for Plump Perfect beginning in August magazines, as well as a sampling campaign aimed at getting more than 500,000 samples into consumers’ hands. While none of the executives would comment on projected sales or advertising spending, industry sources estimated that Plump Perfect would do about $3.5 million at retail in the U.S. in its first year on counter and that about $1 million would be spent on advertising and promotion.