ASIA/PACIFIC. Elizabeth Arden’s travel retail exclusive collection, Gifts to Go, was a key focus for the company at last month’s TFWA Asia Pacific show in Singapore. In addition to its new set presentations, Arden showed off its new Gifts to Go merchandising units and promotional visuals.
“We will continuously renew this range,” Managing Director Distributor Markets/Travel Retail Asia Pacific Greg Kinch told The Moodie Report. “As we launch new products, we will incorporate them into the line-up. For example, we will have Provocative Woman [Arden’s latest feminine fragrance] sets on-counter by December. That will take us to 42 items by year-end.”
In terms of new product development, Arden has a busy second half. The company’s flagship Ceramide line will be extended with a new treatment, Ceramide Moisture Network Night Cream, in October.
Within make-up, there will be a new colour collection called Sparks Fly!. This will feature limited-edition eye and lip palettes, and a sparkling body powder. The company will also introduce a new mascara, called Double Density, available in black and brown. “This will offer maximum volume,” commented Kinch. “The packaging – square with rounded corners – is in line with that of our latest lipstick line, Color Intrigue.”
On the fragrance front, the company is finalising the global roll-out of Provocative Woman. And the company will unveil the first fragrance from Britney Spears in the US this autumn.
“The US travel retail introduction will be simultaneous with the domestic launch,” confirmed Kinch. “The fragrance will be launched in Australia and New Zealand in November. The full international roll-out is scheduled for next spring.”
The new scent, which is aimed at a younger consumer base, will be available in 50ml and 100ml references. A 30ml version, and bath and body ancillaries, will be introduced next year.
2005 will also see the launch of new Ceramide Plump line extensions: Ceramide Plump Lips and Ceramide Plump Eyes. These will build on the success of last year’s Ceramide Plump Perfect Moisture Cream SPF 30.
“With these new launches, we are re-energising and growing further the Ceramide franchise,” explained Kinch. “Given that the range is over ten years old, this is very pleasing.”
Lastly, Arden will introduce a new whitening line next year. The company will revamp its existing collection and add two new products. “These will contain vitamin C and botanical extracts, so there will be a strengthening as well as a brightening element,” said Kinch. “The range, which will be produced out of Japan, will be available in the first quarter.”
MORE STORIES ON ELIZABETH ARDEN
Elizabeth Arden gets Provocative with new feminine fragrance – 30/03/04
Elizabeth Arden signs up Britney Spears – 12/03/04
Barratt West takes up top Elizabeth Arden duty free post – 27/01/04
Elizabeth Arden signs licensing deal with GANT fashion brand – 11/06/03
