Unilever to dispose of ‘elderly’ Arden brand

Unilever is selling its Elizabeth Arden cosmetics brand because it does not fit in with the other “young and trendy” names in its portfolio.

LONDON (Brand Republic) – Unilever is selling its Elizabeth Arden cosmetics brand because it does not fit in with the other “young and trendy” names in its portfolio.

Industry reports say it is no surprise that the fmcg giant is selling the brand for £207m. They say the products have a wealthy but dowdy image. “They are classic rich, elderly, New York women brands,” one source said.

It is thought FFI Fragrances, a US cosmetics group with a stock market valuation of $110m, is to buy Elizabeth Arden, which includes Elizabeth Taylor-branded perfumes and cosmetics. Unilever also has the Valentino, Nino Cerruti, Karl Lagerfeld and Chloe brands in its cosmetics portfolio.



You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now