Elizabeth Arden

Elizabeth Arden Inc. is an American cosmetics- skin care and fragrance company with an extensive portfolio of beauty brands sold in over a hundred and twenty countries. On 7 September 2016, it became a wholly owned subsidiary of Revlon Inc.

Born Florence Nightingale Graham Elizabeth Arden traveled from Canada to New York where she opened the Red Door salon on Fifth Avenue in 1910. Her fundamental belief was that beauty should not be a veneer of makeup but instead an intelligent cooperation between science and nature in order to develop a woman's finest natural assets. She lived by her mantra, “To be beautiful is the birthright of every woman.”

In 1912 she traveled to Paris to learn facial massage techniques used in salons and returned with a line of rouge and tinted powder she had created. There was no looking back. In 1912 Elizabeth Arden marched down Fifth Avenue for women's equality and gave out red lipstick to suffragettes as a symbol of solidarity.  She began expanding international operations in 1915 and opened salons across the world with skincare products that benefited- not masked- skin and envisioned creating cutting-edge products, packaging and services that women desired… be it Eight Hour Cream- Blue Grass fragrance- or the bold red lipstick that complemented the uniform of women in the armed forces during World War II. 

Elizabeth Arden's list of beauty innovations is long. She was the first to introduce eye makeup to the women of America and pioneered the "makeover." With the launch of Ardena Skin Tonic- the company became the first to incorporate its founder's name into a product name. Arden developed the first travel-size beauty products and was the first in the cosmetics business to train and send out a team of traveling demonstrators and saleswomen. By the 1930s, she had opened Red Door salons in most fashion capitals.

In her salons and through her campaigns Elizabeth Arden taught women how to apply makeup; she was largely responsible for establishing makeup as appropriate for a ladylike appearance back when lipstick was frowned upon. Elizabeth Arden’s list of beauty innovations is long. She was the first to introduce eye makeup and the makeover to America.. developed the first travel-size beauty products.. and pioneered trained traveling saleswomen.

In 1962 the French government awarded Elizabeth Arden Légion d’Honneur in recognition of her contribution to the cosmetics industry. The luxury beauty brand was acquired by Eli Lilly and Company in 1971 for reported $38 million who in turn sold it to Fabergé in 1987 for reported $657 million. Unilever- which had acquired the company in 1989- sold it to Miami-based FFI Fragrances for reported $225 million in 2003 and the brand name was changed to Elizabeth Arden. 

Since Arden's death the company's focus shifted to developing its fragrance lines. In June 2016 US cosmetics giant Revlon acquired Elizabeth Arden at $14 per share in cash. The total enterprise value paid for Elizabeth Arden as a result of this transaction would be ~$870 million. 

"The combination of two iconic companies creates a multi-brand global beauty enterprise and tremendous opportunity for long-term growth and value creation" Fabian Garcia, President and Chief Executive Officer of the newly-combined company, stated in a company release. "We expect to benefit from greater scale, an expanded global footprint and a significant presence across all major beauty categories and channels. As a combined organization with net sales of approximately $3 billion, this acquisition will help to further accelerate our growth trajectory.."

In 2018 Elizabeth Arden and Reese Witherspoon launched March On- a new philanthropic initiative championing female empowerment. It promises "to celebrate women’s achievements and to encourage women to support other women" as well as pledging a $1 million donation to the global work of UN Women. 100 per cent of the proceeds from a limited-edition lipstick- in the cult brand's Red Door Red shade and signed by Witherspoon- will go to the organisation.

In recent times Elizabeth Arden limited edition lipstick Pink Punch is continuing the brand legacy to unite and empower women. For Elizabeth Arden ‘March On' campaign, hundred per cent proceeds from the sales of this lipstick went to UN Women- a nonprofit dedicated to gender equality and empowering women.

This year witnessed the launch of Elizabeth Arden's immersive virtual store created in partnership with experiential e-commerce platform Obsess. The space is shoppable and allows customers to learn more about the history of the cult beauty brand and its founder. "We are truly operating as an omnichannel business to evolve our customer experience and engage a whole new generation of shoppers about our products and legacy through digital storytelling" Martine Williamson- Global Chief Marketing Officer at Elizabeth Arden- stated in a company release.

Elizabeth Arden recognizes its obligation not only to enhance the lives of its customers but also to improve, protect and preserve the environment. Today Elizabeth Arden and its partners are working to develop a broad vision of sustainability - taking responsible actions in the business and in the communities where they live and work - that will help ensure a better world today and into the future. They continue to support focused socially responsible initiatives while designing, developing and expanding programs to help sustain our environment.

Elizabeth Arden's mission is rooted in a longstanding commitment to creating a positive impact on the lives of its customers, employees, and communities. The luxury beauty brand's primary goal is to ensure that every product and service it offers contributes to a better tomorrow, not just in terms of beauty, but in enhancing overall well-being. This mission reflects a deep understanding that true beauty goes beyond the surface; it encompasses the quality of life and the happiness of those who interact with the brand.

In line with this mission, Elizabeth Arden strives to infuse beauty into every aspect of life, recognizing that the products it creates have the power to uplift and inspire. The brand is dedicated to adding value to its consumers' lives by offering high-quality, innovative products that not only enhance their physical appearance but also boost their confidence and self-esteem. By focusing on holistic beauty, Elizabeth Arden ensures that its offerings resonate with consumers on a deeper level, fostering a sense of well-being that extends beyond the mirror.

Furthermore, Elizabeth Arden is deeply committed to sustainability and social responsibility, recognizing the interconnectedness between its mission and the health of the planet. The brand actively seeks ways to minimize its environmental footprint while supporting initiatives that promote a more sustainable future. This commitment to the environment is a key component of the brand's mission, as it strives to protect the planet for future generations. By prioritizing sustainability in its business practices, Elizabeth Arden ensures that its pursuit of beauty is aligned with the greater good, creating a legacy that benefits not only its customers but the world at large.

Elizabeth Arden's vision is to uphold and celebrate the legacy of its founder by championing the concept of "intelligent beauty," which seamlessly blends the power of science with the purity of nature. This approach is designed to enhance a woman’s natural beauty, focusing on highlighting her best features rather than merely covering up imperfections. The luxury beauty brand remains committed to this philosophy, ensuring that every product is developed with the intention of empowering women to feel confident and beautiful in their own skin.

With a rich history of innovation and a focus on empowerment, Elizabeth Arden strives to stay at the forefront of the beauty industry. The beauty brand is dedicated to creating cutting-edge products, packaging, and services that meet the evolving desires of modern women. By continually innovating, Elizabeth Arden ensures that it not only meets but anticipates the needs of its customers, providing them with the luxurious beauty solutions they seek. This commitment to excellence is a cornerstone of the brand’s vision, helping it maintain its status as a leader in the beauty industry.

In addition to its focus on innovation, Elizabeth Arden is committed to engaging with a new generation of shoppers through immersive digital experiences and a strong omnichannel presence. The beauty brand understands the importance of connecting with customers across various platforms, ensuring that its story and legacy are shared with a broader audience. Moreover, Elizabeth Arden remains dedicated to social responsibility, supporting sustainable initiatives that positively impact both customers' lives and the environment. This holistic approach reflects the luxury beauty brand's vision of not only enhancing beauty but also making a meaningful difference in the world.

Elizabeth Arden is renowned for its skincare- cosmetics and fragrance. Its skincare range includes serums- ceramide capsules- balms and face oils- moisturisers- toners- cleansers- eye care- body care-  and face masks. The selection of products address loss of firmness- fine lines and wrinkles- dull skin- sun protection and much more. Make-up includes products for the face- eyes and lips. And the selection of fragrances has cult favourites like Red Door- Green Tea- White Tea- Blue Grass- and Fifth Avenue.