Elizabeth Arden | Company Profile, Marketing Contacts, Media Spend, Brands
Sold in countries worldwide, Elizabeth Arden is a retailer of skin care/beauty products and fragrances.
|Main Telephone||020 7574 2700|
|Main Fax||020 7574 2727|
Elizabeth Arden ContactsContacts (5/8)
|Paula S.||Public Relations Director||London|
Sample of Associated Brands
|Linda K.||Information Technology Director||London|
|Tom D.||Senior Marketing Manager||London|
|Rebecca T.||Brand Manager||London|
|Charlotte M.||Public Relations Manager||London|
|Elizabeth Arden - Make Up Rge||***|
|Elizabeth Arden - Skincare Rge||******|
|Elizabeth Arden - Frags||******|
|********* *****||*** *****||Media Buying, Media Planning||unknown||present|
|********* ***** - *****||*** *****||Media Buying, Media Planning||unknown||present|
|********* ***** - **** ** ***||*** *****||Media Buying, Media Planning||unknown||present|
|********* ***** - ******** ***||*** *****||Media Buying, Media Planning||unknown||present|
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Digital/e-commerce opps: Elizabeth Arden's new marketer, fragrance launches this summer and marke...
Subject: Digital, TV, E-Commerce, Global, In-Store, Product Launches.
Company: Elizabeth Arden
Opportunity: The struggling beauty company (research ired a new VP and head of Digital Marketing this year from a competitor in order to accelerate its digital marketing and e-commerce platform, as the company is “looking to shift the mix in terms of how [they] spend and support the brands more towards the digital platform,” CFO, EVP Rod R. Little told shareholders last week.
The global retailer plans to launch a new Juicy pillar fragrance in June, which will be supported by “a significant advertising and media campaign as well as significant in-store activations,” according Mr Little.
This will be followed by a summer-launch of a new John Varvatos fragrance.
Looking to 2016, the company is “building in higher levels of brand fuel support to drive the innovation,” Mr Little continued.
Last year, the company kicked-off its new global brand growth initiatives, including an innovation plan for its fragrance portfolio for fiscal 2016.
This allocated investments in travel retail, global fragrances and leading markets such as the UK.
Note that management views 2015 as a transitional year from a financial performance perspective (they expect to gain momentum but not see a positive impact until fiscal 2016), and funds from a cost-cutting effort are being used to accelerate marketing investments and innovation around the Elizabeth Arden brand and its fragrance portfolio, including a new marketing plan that launched in November.
June fiscal year end close.
Exclusive Decision Maker Shifts: We cannot confirm who it is that Elizabeth Arden hired as the digital marketer we mentioned above, however we know that she is a she.
We will try to track down this information, but in the mean time, just knowledge of the hire is enough to spark conversation.
Other executive shifts the trade press hasn’t picked up include Ms David Feng, who joined as Ecommerce and Digital MKT Director in January, based in Shanghai, China.
Also, Ms Jenny Isfahani was promoted to Sr. Manager, Global Promotions in April, based in New York.
Competition: Avon Products, Coty, Estee Lauder Companies and L'Oreal. Last February, Beattie talked about the intense competition: “The intense competitor promotional environment particularly in fragrance category in the U.K. and throughout Europe when combined with our relatively low market shares and operating leverage makes this business very sensitive to sales and gross margin swings.”
Media Spend: Has significantly decreased the amount of Nielsen-tracked media spend over the last few years, likely re-purposed the missing budget for digital, SEO, and mobile advertising. Mote reports the company has only run 41 standard display ads since May 2014 with 74 publishers, 12% of which were on mobile. Of these 94% were published directly through the publisher. Women, mothers, beauty, education, news and lifestyle publishers were the highest.
Agency Roster: The company has an in-house creative team and works with PHD Media, according to TLO. Elizabeth Arden hired holistic marketing agency Air Paris as its AOR and product development consultant last year to help modernize the brand.
87 – 91 Newman St, London, W1T 3EY, 020 7574 2700
Mr Tom Dean
Senior Marketing Manager
Mr Adam Richardson
Celebrity Fragrance and Digital Marketing Manager
Ms Rebecca Taylor
The Telephone Exchange, 5 North Crescent, Chenies Street, London, WC1E 7PH, 020 7446 0555
Mr. Ramiz Abusham
New Business Executive
Ms. Elizabeth Adams
Digital Impact Planner
Direct Dial:0207 446 7206