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Elizabeth Arden, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Elizabeth Arden, Inc. is a global beauty products company that manufactures fragrance, skin care and cosmetics products. The company, headquartered in Miramar, FL, owns, licenses and distributes fragrances to mass retailers.

Main Telephone (212) 261-1000
Main Fax (212) 261-1353
Primary Address
200 Park Avenue S
Seventh Floor
New York, NY 10003

Elizabeth Arden, Inc. Contacts

Contacts (5/22)
Name Title State
Serge J. President, Elizabeth Arden & Revlon Global Fragrances NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 261-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 Park Avenue S
Seventh Floor
New York, NY

Elizabeth W. Chief Marketing Officer CT
Ron R. Executive Vice President, Creative & Business Development NY
Art S. Executive Vice President, Fragrance Innovation NY
Tamara S. Senior Vice President, Marketing NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ceramides *
Curve *
Elizabeth Arden *****
Elizabeth Taylor's White Diamonds *******
Grey Flannel *

Agency Relationships

Brand Agency Service From To
******* ****** ********* *** *** digital, media buying & planning unknown present
******* ****** ********* ****** ************** Experiential, Public Relations 2004 present
***** *** *** digital, media buying & planning unknown present
********* ***** *** *** digital, media buying & planning unknown present
********* ***** ***** ****** public relations unknown present

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Forecated: Elizabeth Arden hires lead agency to modernize brand

Subject: Magazine, TV, sponsorship, social media, digital

Company: Elizabeth Arden, beauty company known for its cosmetics, perfumes and skincare products that has reported declines since at least fiscal 2012. 

Opportunity: “Account in Jeopardy” Elizabeth Arden recently hired holistic marketing agency here) to accelerate marketing investments and innovation around the Elizabeth Arden brand and its fragrance portfolio. A new marketing plan is expected to launch in early November, so approach now to secure modern women focused magazine, digital and TV ad buys. 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 they’re already putting together an innovation plan for the fragrance portfolio for fiscal 2016 beginning July.

Additional Insight

Marketing Priorities: Rejuvenating the Elizabeth Arden brand is top priority, but ad spend is also supporting key designer brands like John Varvatos and Viva La Juicy. Additionally, Elizabeth Arden recently introduced a new Prevage skincare product for the neck and new color innovations are planned for this December.

Global Repositioning: The global repositioning of Elizabeth Arden is designed to modernize the brand and increase relevance with target customers, including younger consumers. The repositioning has included a revised product assortment, improved product formulations, package redesign, counter redesign, new advertising and marketing vehicles and enhanced beauty advisor support.  

Furthermore, the company has moved from global marketing teams into local organizations. As part of this restructuring, CMO  Kathy Widmer resigned August 28.

Sustained Struggles:  After reporting its largest ever quarterly loss in Q4 ended June, the cosmetics maker’s North American revenue continued to fall in the first quarter ended Sept.

Media Spend: Elizabeth Arden allocated $43.2 million towards measured media last year, up 33% over 2012. Spending primarily supports magazine, cable TV and display ads. 

Media Agency: Omnicom’s PHD handles the company’s media planning and buying, according to The List.

Elizabeth Arden
2400 South West 145th Ave.
Second Floor, Suite 201
Miramar, FL 33027
(954) 364-6900

Joel Ronkin
Executive Vice President & General Manager – North American Fragrances
(954) 364-3551

Michelle Vespa
Director, Global Fragrance Marketing
(212) 261-1042

Emmy Burns
Lead Global Digital Marketing & Social Media Strategist
(212) 261-1079