Elizabeth Arden
American Icon of Fragrance & Cosmetics
Redesigning a Global Store Concept for Asia
The Brand
Elizabeth Arden is a major US cosmetics, skin care and fragrance company founded by Elizabeth Arden in 1910. With its cult-classic Eight Hour Cream and a long history of fostering women entrepreneurship, the brand entered China in 2005 and has about 50 counters in department stores in Tier 1 & 2 cities.
The Challenge
With physical stores comparatively less appealing than other premium Western brands, the China team was looking to redesign and modernize the global store concept, while maintaining overall brand image consistency, to place the young Chinese consumer at the center of an attractive retail experience.
Our Solution
Having analysed the store concept originating from the US headquarters, we designed a sophisticated retail environment that encapsulated the brand DNA, put the emphasis on the hero products and added digital interactions. We then rolled out the concept in Shanghai and Hong Kong, creating an engaging experience for domestic shoppers across the brand top-tier stores.