Luxury beauty brand Elizabeth Arden's success in China’s travel retail channel has been attributed to its emphasis on brand storytelling, a key factor that has resonated with the modern Chinese woman.
International beauty major Revlon has partnered with MDR Brand Management to create a global brand extension strategy that takes it into new spaces and drives deeper consumer engagement across the EMEA, APAC and Americas.
Last summer Revlon got into the prestige beauty business in a big way by acquiring Elizabeth Arden. Some two years before that deal, Elizabeth Arden invested in an Air Paris rebranding scheme that wisely leveraged the potential of content, sharing and...
In June, Revlon announced the acquisition of prestige color and fragrance company Elizabeth Arden. By September the deal was final. Last month Revlon began streamlining the two businesses, and now this week the company has begun employee layoffs.
It’s a done deal! Revlon confirmed last week that the acquisition was successful and that the combined company—a “global beauty enterprise”–now operates with Revlon as the parent company and is traded on the NYSE as REV.
Korean consumer goods giant LG Household and Health Care has said it is no longer interested in bidding for Elizabeth Arden, after the cosmetics player revealed its restructuring plan.
South Korean firm LG Household & Healthcare has been taking more international steps of late, particularly in cosmetics, what with considering to buy Elizabeth Arden and now making plans to further expand in EMEA.
First quarter sales made significant progress at Elizabeth Arden,
which the company said was largely attributable to the successful
international launch of its new Mariah Carey fragrance.
Cosmetic and fragrance giant Elizabeth Arden posted a quarterly
loss on Friday, as it was hit by restructuring costs, but with
marketing spend lower than expected and sales still strong, the
underlying results appear to be solid.
Elizabeth Arden is making clear moves on the China market for
cosmetic and fragrances, with a 50 per cent jump in sales in the
past two and a half years spurring the company on to buy up its own
distributor in the region.
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