An Arduous Task?
New Elizabeth Arden CEO JuE Wong is confident that the best way to right the
cosmetics company’s ship is by tapping into its rich heritage and
rolling out effective, high-tech products.
ELIZABETH ARDEN. It’s an iconic name in the beauty business that still carries weight with consumers. The task at hand for JuE Wong, the new president of the Elizabeth Arden
brand, is to tap into that rich heritage to help boost a brand that
has seen its fortunes flag in recent years.
“The Elizabeth Arden name is as well known as Coca-Cola,”
she insisted. “We want to leverage that to get more people to try
it and get to know us better.”
In fact, it was that brand equity and
awareness that drew Wong to Elizabeth
Arden in the first place. Prior to her ap-
pointment this summer, she had been
CEO of StriVectin and Astral Brands and
also held several leadership positions for
brands including N.V. Perricone M.D.
Cosmeceuticals and Murad. While those
lines are regarded as“doctor brands,” Wong
is confident that by focusing on the spa experience, more consumers will come knocking on Arden’s red
“Our Red Door Spa has great equity where the customer can
experience Elizabeth Arden,” explained Wong.“Our staff is made
up of full-time, not 1099, employees. The way we train them, they
can support customers at the granular level.”
That means getting to know the customer and exceeding her
“She votes with her pocketbook and then she tells her friends.
To me, the important thing is to make sure she feels valued, treasured and she gets the experience she wants.”
And once she gets that experience, she’s ready to get some products. Arden executives may be counting on the company’s centu-ry-old heritage to attract women, but they’re banking on the latest
advances in skin care technology to keep them as customers.
“Skin care is where the loyal customers are made,” explained
Wong. “She will look at others, like color and fragrance, but with
skin care we have many platforms.”
Those platforms include Prevage, Ceramide and new
Superstart Skin Renewal Booster. The latter product, designed to
be applied under makeup, is said to enhance the function of ac-
tive ingredients by preparing the skin and making it receptive to
“It is exciting; it’s not another me-too product,” Wong insist-
ed.“There was a gap in the market and Superstart Skin Renewal
Booster is an amazing product when paired with our other skin
According to Wong, when Superstart is paired with Arden’s
Ceramide or Prevage formula it boosts overall skin care ben-
efits. For example, in one test, the Superstart formula increased
natural hydration by up to 25 times, natural collagen by up to
five times and natural elastin by up to nine times. According to
Arden, 92% of women agreed that Superstart helped repair the
look and feel of their damaged or irritated skin. Furthermore,
95% agreed that Superstart boosted the effectiveness of their
skin care products.
Of course, even the best booster doesn’t work if there’s nothing to boost in the first place! Elizabeth Arden says that on its
own, the skin-identical Ceramide formula strengthens skin’s appearance and restores the natural, protective barrier in order to
reduce the appearance of fine lines and wrinkles.
Meanwhile, in May, Elizabeth Arden rolled out Prevage
Anti-Aging Wrinkle Smoother. The formula relies on Lumiflect
technology with optical diffusers and soft-focus silicones to
Tom Branna • Editorial Director
JuE Wong, CEO,
New Superstart Skin