After celebrating its centenary two years ago, Elizabeth Arden is giving itself a makeover as a modern cosmetic brand. The new look can be seen in the product packaging, beauty counters and uniforms while products have been upgraded as well as targeted at a younger age group.
"We want to bring new people to the Elizabeth Arden circle, especially younger women," regional marketing director Mathias Ogier said.
"Previously we may have heard them say, 'My mum uses Elizabeth Arden', and the repositioning aims to attract them to use the new Visible Difference products for women, from the age of 25.
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