Elizabeth Arden, Inc. (NASDAQ:RDEN), a global prestige beauty products company, announces the launch of its new Elizabeth Arden Rx skincare 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 skincare market.
“Our core target is actively shopping in all skincare distribution channels,” said E. Scott Beattie, Chairman, President and Chief Executive Officer of Elizabeth Arden, Inc. “Given our portfolio of efficacious prestige skincare 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 Chief Executive Officer Joe Lewis, the Company designed the new Elizabeth Arden Rx skincare 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 skincare market.
Joe Lewis first partnered with Elizabeth Arden, Inc. in 2005 to launch Prevage,® which has gone on to win more than 160 international beauty awards. Lewis, a chemist and cosmeceutical skincare researcher, is best known for introducing some of the world’s most cutting-edge skincare ingredients including Alpha-Hydroxy Acid in 1983, Idebenone in 2004 and CoffeeBerry® in 2007.“I’m extremely excited about the partnership,” said Joe Lewis. “The combination of USC’s R&D technology and global professional skincare heritage with Elizabeth Arden’s technology portfolio and aesthetic formulation expertise, is a winning strategy not only for physicians and skincare professionals, but for their patients seeking the most efficacious product formulations that deliver the best results.“