Magazine article Marketing

Elizabeth Arden Launch Targets Young Women

Magazine article Marketing

Elizabeth Arden Launch Targets Young Women

Article excerpt

Elizabeth Arden, the cosmetics group earmarked for restructure by parent company Unilever last week (Marketing, February 24),is to target a younger audience with a new fragrance brand called Green Tea.

The launch will be its biggest fragrance launch and forms part of a $50m ([pounds]31m) global revamp for the wider Elizabeth Arden brand.

Green Tea will be positioned as a holistic bath, body and fragrance range, with a focus on well-being as well as beauty. Aimed at women as young at 16, it launches in UK stores next week and has a [pounds]2m marketing spend.

Advertising for Green Tea will be through J Walter Thompson, which Unilever appointed to Elizabeth Arden worldwide last year. Ads break on March 1, featuring model Amber Valletta with the strapline 'My spirit awakens to a splash of tea'.

Media, through Initiative Media, will include women's beauty, interior design and lifestyle titles, as well as posters and bus sides.

There will also be a major sampling and in-store campaign handled by brand consultant Marketplace Design. …

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