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 Elizabeth Arden brand change. And plans to reduce the number of its fragrances to create and release new tools for make-up and products for skin care.
This was announced recently CEO of the brand Scott Beatty. According to him, the brand has a very large potential for growth and increasing popularity, but remain the same as it was 100 years ago, it is no longer possible. A new generation potrebitelnits, and it is impossible not to notice.
It is planned to increase the share of skin care products from 44 to 50%, color cosmetics from 16 to 22%, and reduce the proportion of flavors from 40 to 30 percent. Beattie explained the strategy and more fast-growing Asian markets, where traditionally the most popular, such as make-up.
The primary task of CEO brand called the creation of high-quality tonal framework for make-up, and also promised to spend more money on innovation. "Flavors will be less money for them, but the result will stand out more," promised Beatty.
Author: myCharm: Julia Gnedina
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