Now Available: Elizabeth Arden Inc in Beauty and Personal Care (World)
Elizabeth Arden Inc, a US-based beauty and personal care company, is overhauling its brand strategy to grow sales. It is pushing its range of fragrances into international markets, notably Western Europe, and relaunching a slimmer, younger looking version of its eponymous brand. However, its relative lack of scale, a flirtation with mass-market fragrances and retailers and a dependence on mature markets may make long-term growth hard to achieve.
View full press release