Elizabeth Arden
This article was originally published in The Rose Sheet
Executive Summary
Contemporary display units expected to attract a younger audience to the prestige Unilever brand. The new open-sell environments, designed by Chesapeake Corp. (Richmond, Va.), were test-marketed at Bon Marche in Seattle last spring and have been extended to Burdines in Boca Raton, Fla. and Macy's in San Juan, Puerto Rico, with additional U.S. locations in the works. Arden opted for barrier-free retail space versus original closed display cases, while "clean and modern" white fixtures with red accents replace the original red-dominated color scheme to make the environments more open and inviting, Chesapeake says. Elizabeth Arden's Asian markets also will receive the new look