Elizabeth Arden unveils body-cooling products

Elizabeth Arden is aiming to cash in on the warm summer by introducing a range of body-cooling products under its Green Tea brand.

The limited-edition variants will be available from June in Boots and major department stores. The three products are a cooling body spray, body gel, and leg and foot spray, which will be priced between £14 and £22.

The launch will be backed by national press ads from next month, using the strapline 'Keeping your cool couldn't be easier'.

The line is based on botanical ingredients, including gingko biloba, ivy extract, menthol and aloe vera to soothe and moisturise. Positioned as a refreshing alternative to rival body-cleansing products, the range is aimed at young professionals.

Elizabeth Arden is seeking to freshen up its image by associating itself with young, influential and popular women. It has signed a deal to develop and market a range of Britney Spears-branded cosmetics, skincare products and fragrances.

Last month it launched a Bronze Blush cosmetics range featuring powders, highlighters, eye shadows and lip gloss, to appeal to younger women wanting to create a tan for the summer.

Elizabeth Arden's traditional customer base has been made up of a more mature age group attracted to its established brands, such as Elizabeth Taylor's Passion.

The shift in target market comes in the wake of rising losses suffered by the company. It posted a loss of $11.6m (£6.5m) for the last quarter of 2003, which it attributed to 'restructuring and debt reduction costs'.


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