The woman behind the success of personal care and home products firm Elizabeth Arden Company.
As founder, operator, and owner of the firm, Arden wore many hats. Arden was spa and salon operator, cosmetics manufacturer and business executive all in one.
A true business leader, Arden employed modern techniques of mass marketing to bring her cosmetics products to the public’s attention.
Elizabeth Arden – The Look of Success
Success didn’t come easily to Arden. She had to work hard to get it and as such, Arden is a classic example of what one can do when armed with determination and a strong desire to succeed.
Arden was the youngest of five children born to a Scotsman who was a grocer in Canada at the time she was born. By the time she was 24, she joined her brother in New York where she first worked as a helper in a cosmetics shop where she spent hours educating herself about skincare.
She, later on, she became a partner in a beauty salon. When her partnership ended in 1909, Arden opened her own beauty salon on Fifth Avenue. She also changed her name to Elizabeth Arden (her birth name was Florence Nightingale Graham, after the famous nurse).
Arden then began formulating, manufacturing and selling her own line of cosmetics products and in 1909, she expanded her business under the corporate label, Elizabeth Arden. Not content, 1922 saw her invading the European market with the opening of her first salon in France.
Elizabeth Arden’s marketing campaigns stressed the need to teach women the proper way to apply makeup, pioneering such concepts as beauty make-overs, cosmetics scientific formulation and color coordination of lip, eye, and facial makeup. Her marketing technique was to target plain, middle-aged women who are inclined to use products that promise a more youthful and prettier image. Needless to say, her strategy paid off.
The Elizabeth Arden Quick Bio
Full name: Elizabeth Arden
Birthdate: December 31, 1878
Company: Elizabeth Arden Company
Industry: Personal Care and Home Products
Key success traits: perseverance, a woman with an iron will to succeed
Arden’s businesses include salons in Europe and the US, South America and Australia. The Elizabeth Arden Company manufactures over 300 cosmetics products, which are sold at premium prices as the company wishes to maintain its image of exclusivity and unparalleled quality.