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'.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report