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Waking The “Sleeping Giant”: New Elizabeth Arden Brand To Launch This Fall

Executive Summary

Elizabeth Arden plans to roll out its repackaged, repositioned namesake brand to 50 flagship stores around the globe in September, with a broader launch to follow. Firm aims to rectify what it sees as a glaring incongruity: that Elizabeth Arden has a global awareness ranking in the top five, yet is ranked 15th as a global brand. Ultimately, the move should more than double Arden’s retail business, the firm says.

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