Elizabeth Arden Inc in Beauty and Personal Care

Company Profile

About This Report

Sep 2015

Elizabeth Arden Inc is overhauling its brand strategy to boost sales and regain its prestige status. It has tightened distribution to curb excessive retail discounts and improve profit margins. Through its joint venture with prestige distributor Luxasia in Asia Pacific, the company hopes to build momentum with its high-efficacy skin care ranges and help its recovery. Conversely, flagging celebrity brand sales suggest it may need to rethink the extent of the opportunities for such products.

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Elizabeth Arden Inc in Beauty and Personal Care

Euromonitor International's report on Elizabeth Arden Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Sets/Kits market and the global economy.

Company and market share data provide a detailed look at the financial position of Elizabeth Arden Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Elizabeth Arden Inc.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Elizabeth Arden Inc provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Sets/Kits research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the REport


Strategic Evaluation

Key company facts
Elizabeth Arden’s recovery stalls as net income takes a hard hit
Expanding into emerging markets imperative for sales turnaround
Elizabeth Arden brand comes to company’s rescue in Q4 FY2015
SWOT: Elizabeth Arden Inc
Key strategic objectives and challenges

Competitive Positioning

Celebrity fragrances erode Elizabeth Arden’s competitiveness

Competitive positioning

Dip in fragrances sales take its toll on company’s market share

Market assessment

Elizabeth Arden needs to build scale

Market Assessment

Brand repositioning to fortify premium status, benefit skin care
Narrowness restrains sales growth but change is on the cards

Geographic and category opportunities

Developed markets in recovery, but emerging markets dynamic
US still has potential despite maturity
US premium fragrances vital for future growth, not celebrity brands
Arden may benefit from widening US footprint to other categories

Geographic and Category Opportunities

Evolving retail trends in US favour Elizabeth Arden’s online push
Western Europe a development target as prospects improve
‘ Pharma ’ credentials key to premium skin care innovation in France
Latin American weakness worth exploring with low-end premium
Brazil an opportunity to reverse celebrity brand decline
China’s premium skin care strength boosts company confidence
Anti-agers and skin whiteners shape Chinese skin care market
Hi-tech, premium anti-agers popular in smaller Asian markets
Elizabeth Arden lagging in premium colour cosmetics

Brand Strategy

Brand strategy in two strands
Overhauling eponymous brand
Fragrance diversity and risks


Production and distribution


Finding room to grow


Competitor Analytics tool
Market Overlap
Overlap Matrices