NEW PRODUCTS

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.

"It's important for them to adopt a skincare regimen with the right products for their skin types. Following the regimen, they will see a visible difference of the skin."

The beauty routine requires women to daily cleanse, tone, treat and moisturise the skin. Inspired by spa facials, masking once or twice a week is also important in order to exfoliate the skin, which makes application of other skincare products more effective.

Mathias Ogier, Elizabeth Arden regional marketing director.

"Elizabeth Arden was a pioneer as she opened the world's first spa, The Red Door spa, on Fifth Avenue in New York. Then she opened a destination spa where people would spend a week on treatments," said Ogier.

"She had a holistic approach to health and beauty, and as far back as the 1920s she encouraged women to hydrate the skin and avoid sunlight."

Opening her first salon in 1910, Florence Nightingale Graham, aka Elizabeth Arden, first offered facial treatments. Unsatisfied with heavy and greasy creams available at that time, she employed a chemist to develop a product with the light texture of whipped cream.

Later skincare products included the iconic Eight Hour Cream Skin Protectant launched in 1930. The name of this skincare balm came from a client, who used it to treat her child's skinned knee which looked better "eight hours later".

Visible Difference was also an iconic line, and the 2012 reformulation presents upgraded products for dry, oily and combination skin types.

Formulated for dry skin, the new Visible Difference Gentle Hydrating line features cleanser, toner, serum as well as day and night creams.

The Optimizing Skin Serum contains retinyl linoleate (a gentle vitamin A molecule), a vitamin C derivative and sodium hyaluronate that team up to help give the skin a healthy glow by improving its clarity and texture. This serum is also recommended as a treatment for women with oily skin or combination skin.

Oily skin types benefit from oil-free cleanser, toner and a lightweight lotion for the four-step beauty routine. Likewise, combination skin types have a skin balancing regimen of exfoliating cleanser, toner, lotion and night cream, complementing each other to revitalise the skin.

Along with the regimens tailored to specific skin type, the Visible Difference collection also comes with treatments for the specific care of eye zones, make-up primer, and mask for an at-home spa treatment.

"Visible Difference is a point of entry for young women. As they get older, we have Ceramide and Prevage anti-ageing lines to help them maintain youthful-looking skin," said Ogier.

"With its 102 years of heritage, Elizabeth Arden is a prestigious brand. What we are today is a sleeping beauty giant, but this year it is the right time to wake it up and make it happen again."

Visible Difference Gentle Hydrating collection for dry skin.