Elizabeth Arden enters professional market

Consumer beauty brand Elizabeth Arden is entering the professional skincare market with the launch of Elizabeth Arden Pro this October.

The line, which offers two peeling systems, has been created in collaboration with skincare scientist Joe Lewis, owner of US company Cosmeceutechs, responsible for the Priori, Prevage and Revalé cosmeceutical brands.

Its UK distributor Skinbrands hopes to partner with an initial 50 to 80 key accounts nationwide this year to profile the capabilities of the brand, then to broaden the outreach in 2015.

Tracy May-Harriot, international director of education and business development at Priori Skincare US, who is now overseeing training for Elizabeth Arden Pro, said, “The launch of a professional line goes back to the brand’s heritage, as Elizabeth Arden was an influential therapist in the 1900s.” The company also runs day spas across the US under the Red Door brand.

May-Harriot added, “The collaboration between Joe Lewis and Elizabeth Arden is bringing the brand into the 21st century with new technology and high-tech ingredients to create an exclusively professional line.”

Skinbrands will approach top clinics and skincare outlets to support the new range. It hopes the 50% strength peeling system will appeal to clinics, and its 30% peeling system will be used in spas because it can be used once a week for six weeks.

There will be three levels of training for the range. Training will take place in key regional areas including Maidenhead, Manchester, Birmingham, and Scotland. The introduction to the brand is a one-day course. Minimum opening order will be £2,000.

This story first appeared in the October issue of Professional Beauty magazine. To make sure you’re the first to read excusive news, subscribe for £37 a year for print issues, or just £4.99 a year for 12 full digital issues.