Elizabeth Arden Using Wide Range of Celebrity
I went and visited the ElizabethArdenInc. website today and noticed that the company seems to be using quite a quite a wide range of celebrity in their cosmetic and perfume campaigns, presumably to reach a broader target audience of women wanting to be beautiful, just in different ways.
For example, a new campaign is for a new Hilary Duff perfume (not sure if there’s a cosmetic line yet). It shows Hilary in a classically beautiful Hollywood style dress, with natural looking makeup, brown hair and sitting in a classy pose. This might start to appeal to the “tweeners” that grew up worshipping the Duff and are now coming into a more sophisticated sense of style and appearance.
They also have a Britney Spears cosmetic and perfume line, which you would think would be to appeal to the same age group, but lately I’m not sure who Britney is appealing to with the somewhat negative publicity surrounding her and her family life and the perception that Britney is not a celebrity of the highest “class” shall we say.
Then, they have the mother of all campaigns, excellent in it’s design because of it’s recognizeability and fame status of it’s celebrity spokeswoman. That is, of course, the lovely Ms. Catherine Zeta Jones, who carries herself almost as an old style Hollywood celebrity, with her exotic, classy and sophisticated, sultry good looks, as well as her classic sense of Hollywood style.
And, the fact that she’s married to an older, distinguished man, Michael Douglas in her life, only carries her celebrity status further and appeals to maturing women with a sense of grace and style, and usually women who tend to come from or have a little more financial means.
So you see, Elizabeth Arden Inc. is using a broad range of female celebrity to capture their female audience, and it seems like this strategy is working well for the successful cosmetics subsidiary, and they’re not going anywhere for quite a while!
