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Elizabeth Arden Branches Into the Professional Skin Care Arena
Posted: March 10, 2014
Elizabeth Arden, Inc. announced the launch of its new Elizabeth Arden Rx skin care line, which will be available exclusively in physician offices. This is consistent with the company’s omni-channel growth strategy of selling and marketing Elizabeth Arden branded products in the prestige retail, spa and now the professional skin care market.
“Our core target is actively shopping in all skin care distribution channels,” said E. Scott Beattie, chairman, president and CEO of Elizabeth Arden, Inc. “Given our portfolio of efficacious prestige skin care products and spa-based brands, through our unique association with the Red Door Spas, we have an exciting opportunity to further build Elizabeth Arden equity by expanding into the medical professional channel. Expanding the company’s efforts to reach its target consumer in a credible, science-based environment is a strategic and logical next step for us.”
Through the company’s investment in US Cosmeceutechs, LLC (USC), a skin care company that develops and sells skin care products into the professional dermatology and spa channels, and its CEO Joe Lewis, Elizabeth Arden designed the new Elizabeth Arden Rx skin care line for exclusive distribution in physician offices. A key pillar to Elizabeth Arden’s multi-channel growth strategy, Elizabeth Arden Rx marks the company’s official entry into the global professional skin care market.
Lewis first partnered with Elizabeth Arden, Inc. in 2005 to launch Prevage. “I’m extremely excited about the [new] partnership,” said Lewis. “The combination of USC’s R&D technology and global professional skin care heritage with Elizabeth Arden’s technology portfolio and aesthetic formulation expertise, is a winning strategy not only for physicians and skin care professionals, but for their patients seeking the most efficacious product formulations that deliver the best results.“