BW Confidential - Issue #12 - November/December 2012 - 18

Update

Companies on the move

Awakening Arden
Elizabeth Arden is in the midst of a major repositioning effort with the aim of doubling the brand’s sales in five years. BW Confidential analyzes the ins and outs of the strategy by Oonagh Phillips
iscal 2013 is to be a “transformational year” for Elizabeth Arden, according to company chairman, president and ceo E. Scott Beattie, in large part due to the revamp of the company’s flagship Arden brand. The company expects that the repositioning of the 101-year-old brand will see sales double to $1.6bn over the next five years, thereby catapulting it into the market’s top-10 ranking. Globally, the brand is currently ranked in the top-15. The aim of the revamp is to create a more modern brand with a clear and simplified offer and to capitalize on its awareness. “There is not a market in the world that doesn’t know the brand; Arden has tremendous brand equity, which is much larger than the business and we need the business to match that equity and awareness,” Beattie tells BW Confidential. The first step in the repositioning was to rationalize its skincare and make-up offer. The company cut one third of its skus in skincare and is now concentrating on three main pillars for the category: highend cosmeceutical anti-aging line Prevage, Ceramide and a new entry-level franchise called Visible Difference. The company has already absorbed the costs of cutting skus and the discontinuation of certain products over the past year. There will also be a focus on promoting what Arden calls its ‘old classics’ or ‘iconic products’, such as the Eight Hour Cream and Green
18

F

Tea franchises. Packaging and formulas for all products remaining in the line-up have been reworked and upgraded.

“

Arden has tremendous brand equity, which is much larger than the business and we need the business to match that equity and awareness

find what they are looking for and to shop the brand. Arden will unveil the revamped counters in some 50-60 flagship doors of key retailers around the world this fall. After an analysis of the performance, the new counter model will then be cascaded across the brand’s remaining doors. It is hoped the new design will enable the brand to obtain better space and location at certain retailers. The company says there are no plans to cut distribution in line with the new counter rollout. The renovation of the brand’s n n n

Elizabeth Arden Inc chairman, president & ceo E. Scott Beattie

Counter changes Cuts in the product portfolio have also served to create a more simplified way of presenting the brand at the point-of-sale. The company has revamped all aspects of its counters, including BA training materials, to make it easier for consumers to

”

Elizabeth Arden brand

Sales: $850m Sales split by region: 60% North America; 40% international (15% Europe, 15% Asia, 10% travel retail and distributor markets) Sales split by category: 40% skincare; 40% fragrance; 20% make-up Global market share*: prestige skincare 0.8%; prestige color 1.1%; fragrance 2.2% Objectives of revamp: Double sales to $1.6bn in five years
*Source: Euromonitor

November-December 2012 - N°12 - BW Confidential



BW Confidential - Issue #12 - November/December 2012

Table of Contents for the Digital Edition of BW Confidential - Issue #12 - November/December 2012

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview L'Oréal Luxe president Nicolas Hieronimus
Insight: Fragrance
- Category overview
- Regional breakdown
- Retail strategies
- Sampling
- Launch roundup
Wellness
- Clarins' spa strategy
- Spa case studies
Retail
- Chinese shoppers abroad
- Direct sales
- Store concepts
Digital
- QR codes
- Selling beauty online
- Marketing strategies
Market watch: South East Asia
- Regional overview
- Thailand
- Indonesia
- Vietnam
Travel retail
- Industry analysis
- Retailer viewpoint
- New niches
- Retailer factfile
Emerging markets Company profile: Dabur
Radar Up-and-coming beauty brands
Packaging
- Sustainable packaging in the BRICs
- Packs for Chinese consumers
- Luxe Pack preview
Last word Uber founder Sarah Cross
BW Confidential - Issue #12 - November/December 2012 - Cover
BW Confidential - Issue #12 - November/December 2012 - 2
BW Confidential - Issue #12 - November/December 2012 - 3
BW Confidential - Issue #12 - November/December 2012 - 4
BW Confidential - Issue #12 - November/December 2012 - 5
BW Confidential - Issue #12 - November/December 2012 - 6
BW Confidential - Issue #12 - November/December 2012 - Comment
BW Confidential - Issue #12 - November/December 2012 - 8
BW Confidential - Issue #12 - November/December 2012 - Contents
BW Confidential - Issue #12 - November/December 2012 - 10
BW Confidential - Issue #12 - November/December 2012 - 11
BW Confidential - Issue #12 - November/December 2012 - - Brand & retail news recap
BW Confidential - Issue #12 - November/December 2012 - 13
BW Confidential - Issue #12 - November/December 2012 - 14
BW Confidential - Issue #12 - November/December 2012 - 15
BW Confidential - Issue #12 - November/December 2012 - 16
BW Confidential - Issue #12 - November/December 2012 - 17
BW Confidential - Issue #12 - November/December 2012 - - Companies on the move
BW Confidential - Issue #12 - November/December 2012 - 19
BW Confidential - Issue #12 - November/December 2012 - 20
BW Confidential - Issue #12 - November/December 2012 - 21
BW Confidential - Issue #12 - November/December 2012 - 22
BW Confidential - Issue #12 - November/December 2012 - 23
BW Confidential - Issue #12 - November/December 2012 - 24
BW Confidential - Issue #12 - November/December 2012 - 25
BW Confidential - Issue #12 - November/December 2012 - Take note Market facts, figures & trends
BW Confidential - Issue #12 - November/December 2012 - 27
BW Confidential - Issue #12 - November/December 2012 - Best of BW Highlights from our e-publication
BW Confidential - Issue #12 - November/December 2012 - 29
BW Confidential - Issue #12 - November/December 2012 - 30
BW Confidential - Issue #12 - November/December 2012 - 31
BW Confidential - Issue #12 - November/December 2012 - Launches The latest in fragrance, skincare & make-up
BW Confidential - Issue #12 - November/December 2012 - 33
BW Confidential - Issue #12 - November/December 2012 - 34
BW Confidential - Issue #12 - November/December 2012 - 35
BW Confidential - Issue #12 - November/December 2012 - Interview L'Oréal Luxe president Nicolas Hieronimus
BW Confidential - Issue #12 - November/December 2012 - 37
BW Confidential - Issue #12 - November/December 2012 - 38
BW Confidential - Issue #12 - November/December 2012 - 39
BW Confidential - Issue #12 - November/December 2012 - - Category overview
BW Confidential - Issue #12 - November/December 2012 - 41
BW Confidential - Issue #12 - November/December 2012 - 42
BW Confidential - Issue #12 - November/December 2012 - EC1
BW Confidential - Issue #12 - November/December 2012 - EC2
BW Confidential - Issue #12 - November/December 2012 - 43
BW Confidential - Issue #12 - November/December 2012 - 44
BW Confidential - Issue #12 - November/December 2012 - - Regional breakdown
BW Confidential - Issue #12 - November/December 2012 - 46
BW Confidential - Issue #12 - November/December 2012 - 47
BW Confidential - Issue #12 - November/December 2012 - - Retail strategies
BW Confidential - Issue #12 - November/December 2012 - 49
BW Confidential - Issue #12 - November/December 2012 - 50
BW Confidential - Issue #12 - November/December 2012 - 51
BW Confidential - Issue #12 - November/December 2012 - 52
BW Confidential - Issue #12 - November/December 2012 - - Sampling
BW Confidential - Issue #12 - November/December 2012 - 54
BW Confidential - Issue #12 - November/December 2012 - 55
BW Confidential - Issue #12 - November/December 2012 - - Launch roundup
BW Confidential - Issue #12 - November/December 2012 - 57
BW Confidential - Issue #12 - November/December 2012 - 58
BW Confidential - Issue #12 - November/December 2012 - 59
BW Confidential - Issue #12 - November/December 2012 - 60
BW Confidential - Issue #12 - November/December 2012 - 61
BW Confidential - Issue #12 - November/December 2012 - 62
BW Confidential - Issue #12 - November/December 2012 - 63
BW Confidential - Issue #12 - November/December 2012 - - Clarins' spa strategy
BW Confidential - Issue #12 - November/December 2012 - 65
BW Confidential - Issue #12 - November/December 2012 - - Spa case studies
BW Confidential - Issue #12 - November/December 2012 - 67
BW Confidential - Issue #12 - November/December 2012 - 68
BW Confidential - Issue #12 - November/December 2012 - 69
BW Confidential - Issue #12 - November/December 2012 - - Chinese shoppers abroad
BW Confidential - Issue #12 - November/December 2012 - 71
BW Confidential - Issue #12 - November/December 2012 - - Direct sales
BW Confidential - Issue #12 - November/December 2012 - 73
BW Confidential - Issue #12 - November/December 2012 - 74
BW Confidential - Issue #12 - November/December 2012 - 75
BW Confidential - Issue #12 - November/December 2012 - 76
BW Confidential - Issue #12 - November/December 2012 - 77
BW Confidential - Issue #12 - November/December 2012 - - Store concepts
BW Confidential - Issue #12 - November/December 2012 - 79
BW Confidential - Issue #12 - November/December 2012 - 80
BW Confidential - Issue #12 - November/December 2012 - - QR codes
BW Confidential - Issue #12 - November/December 2012 - 82
BW Confidential - Issue #12 - November/December 2012 - 83
BW Confidential - Issue #12 - November/December 2012 - 84
BW Confidential - Issue #12 - November/December 2012 - - Selling beauty online
BW Confidential - Issue #12 - November/December 2012 - 86
BW Confidential - Issue #12 - November/December 2012 - 87
BW Confidential - Issue #12 - November/December 2012 - - Marketing strategies
BW Confidential - Issue #12 - November/December 2012 - 89
BW Confidential - Issue #12 - November/December 2012 - 90
BW Confidential - Issue #12 - November/December 2012 - - Regional overview
BW Confidential - Issue #12 - November/December 2012 - - Thailand
BW Confidential - Issue #12 - November/December 2012 - 93
BW Confidential - Issue #12 - November/December 2012 - - Indonesia
BW Confidential - Issue #12 - November/December 2012 - 95
BW Confidential - Issue #12 - November/December 2012 - - Vietnam
BW Confidential - Issue #12 - November/December 2012 - 97
BW Confidential - Issue #12 - November/December 2012 - - Industry analysis
BW Confidential - Issue #12 - November/December 2012 - 99
BW Confidential - Issue #12 - November/December 2012 - 100
BW Confidential - Issue #12 - November/December 2012 - 101
BW Confidential - Issue #12 - November/December 2012 - - Retailer viewpoint
BW Confidential - Issue #12 - November/December 2012 - 103
BW Confidential - Issue #12 - November/December 2012 - - New niches
BW Confidential - Issue #12 - November/December 2012 - 105
BW Confidential - Issue #12 - November/December 2012 - - Retailer factfile
BW Confidential - Issue #12 - November/December 2012 - 107
BW Confidential - Issue #12 - November/December 2012 - 108
BW Confidential - Issue #12 - November/December 2012 - 109
BW Confidential - Issue #12 - November/December 2012 - Emerging markets Company profile: Dabur
BW Confidential - Issue #12 - November/December 2012 - 111
BW Confidential - Issue #12 - November/December 2012 - Radar Up-and-coming beauty brands
BW Confidential - Issue #12 - November/December 2012 - 113
BW Confidential - Issue #12 - November/December 2012 - 114
BW Confidential - Issue #12 - November/December 2012 - 115
BW Confidential - Issue #12 - November/December 2012 - 116
BW Confidential - Issue #12 - November/December 2012 - - Sustainable packaging in the BRICs
BW Confidential - Issue #12 - November/December 2012 - 118
BW Confidential - Issue #12 - November/December 2012 - 119
BW Confidential - Issue #12 - November/December 2012 - 120
BW Confidential - Issue #12 - November/December 2012 - - Packs for Chinese consumers
BW Confidential - Issue #12 - November/December 2012 - 122
BW Confidential - Issue #12 - November/December 2012 - 123
BW Confidential - Issue #12 - November/December 2012 - - Luxe Pack preview
BW Confidential - Issue #12 - November/December 2012 - 125
BW Confidential - Issue #12 - November/December 2012 - Last word Uber founder Sarah Cross
BW Confidential - Issue #12 - November/December 2012 - 127
BW Confidential - Issue #12 - November/December 2012 - 128
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