Beauty brand Elizabeth Arden has reconfirmed its commitment to the global travel retail channel following the restructuring of parent company Revlon, and released a GTR-exclusive Ceramide Capsules Tin.
Revlon President and CEO Debra Perelman said the business is set to unlock the “full potential” of the brand, following Revlon’s emergence from Chapter 11 (a mechanism of the United States Bankruptcy Code that protects a business from creditors while it reorganises operations) earlier in 2023.
“I’m proud to say that we are emerging as a stronger company that is well positioned for long-term growth,” Perelman said.
“With a simplified capital structure, significantly reduced debt, and a new, highly experienced and committed Board of Directors, we look forward to unlocking the full potential of our globally recognised brands and continuing to offer our customers the iconic products they have loved for decades.”
‘Exciting’ product pipeline
The first release in Elizabeth Arden’s “exciting pipeline of product innovation” is the Ceramide 3 x 7 Capsules Tin travel retail exclusive.
Featuring three different types of the brand’s signature single-dose capsules, the product started rolling out to European airports from May 2023.
Pre-measured, portable, and TSA approved, the capsules are said to take the guesswork out of skincare application, making the tin well-suited to holidays, business trips, or for trialling the Ceramide collection.
The three capsule types are the Hyaluronic Acid Ceramide Capsules with hyaluronic acid, said to plump, firm and hydrate skin; the Advanced Ceramide Capsules Youth Restoring Serum with a triple-powered anti-ageing formula; and the Line Erasing Night Serum Retinol Ceramide Capsules which pairs retinol with ceramides in the aim of diminishing lines and wrinkles.
All three Ceramide Capsules are biodegradable, clinically and dermatologist-tested, and suitable for all skin types.
Céline Moittié, Elizabeth Arden Marketing Director EUTR, commented: “We are known for our iconic Ceramide Skincare, with five capsules sold every second.
“We are confident that this reusable, travel-friendly tin, with a very accessible RRP of under €20, will appeal not only to existing consumers, but offer an extremely attractive way for new customers to discover our premium Ceramide skincare collection too.”
Revlon acquired Elizabeth Arden for around US$870 million – or $14.00 per share cash – back in June 2016.