TEA-ING OFF WITH ELIZABETH ARDEN
Byline: Julie Naughton
NEW YORK — It’s tea time once again for Elizabeth Arden.
The brand, which first introduced its successful Green Tea line in August 1999, is revisiting the franchise with three new products that sources estimate could add as much as $8 million at wholesale during their first year.
While she wouldn’t confirm the numbers, Debra Harmon, director of brand marketing for fragrance for Elizabeth Arden, said that the Green Tea idea has been “a blockbuster” for Arden.
“It’s been very successful for us,” she said. “Yes, it smells good, but the real story is that it also has therapeutic benefits. As an antioxidant, green tea is 200 times more powerful than vitamin C. And with the success of the brand — as well as a renewed interest in the body category — we knew there was room for us to expand. We feel a sense of ownership with the whole green tea movement.”
Not only that, she added, it gives Arden a chance to address a category that is currently neglected in its lineup. “We have underrepresented the body category in our mix, and this is our first step in changing that,” she said.
The Green Tea additions, on-counter in May, are Replenishing Body Spray, a bracing body treatment spray that is designed to defend skin from pollution and other factors that increase free radicals and damage skin; Radiant Body Foam, a foaming exfoliator with alpha-hydroxy acids, and All-Over Cellulite Skin Treatment, a combination of guarana caffeine, green tea and botanical extracts that is formulated to fight the appearance of cellulite all over the body.
The body spray retails for $35 for 3.3 ounces; the body foam is $30 for 5.1 ounces, and the cellulite treatment is $39 for 6.8 ounces. The cellulite formula is packaged with a massaging tool that is designed to be used with the product. The support plans include co-op advertising and in-store merchandisers, as well as a campaign designed to get 500,000 samples of the body spray and the cellulite treatment into the hands of consumers. Industry sources estimated that Arden would spend $1.5 million on the campaign.
Arden also plans to pump up its skin care category with Let There Be Light, a two-item optical skin care grouping that includes a pump formula and a compact foundation version.
“Women have told us that clear, radiant, even-toned skin is one of their biggest beauty priorities,” said Susan Zuckerman, director of global marketing-skin care for Arden. “This product is designed to deliver that, as well as provide broad spectrum protection from the sun with SPF 15.”
The lightweight lotion contains micro-light particles that are designed to brighten the skin and reduce the appearance of dark spots, freckles and visible lines. It also contains a botanical complex with licorice, rosemary and grapeseed that is designed to smooth the skin. The compact, designed for on-the-go touchups, is a cream-to-powder formula that Zuckerman playfully calls “safe sun on the run.”
Let There Be Light Radiant Skin Lotion, the 1.7-ounce pump version, retails for $25, while the Radiant Skin Compact retails for $20. Both are on-counter in April, and industry sources say that they could add $5 million at wholesale to Arden’s numbers in their first year. They will be supported with national advertising in a variety of May and June fashion and beauty books, said Zuckerman, as well as a sampling campaign of 250,000 quarter-ounce samples of the lotion. While Zuckerman wouldn’t comment on the total advertising and promotional budget or the products, sources estimated that Arden would spend about $2 million in ad support for Let There Be Light.