LONDON (Brand Republic) – Unilever is selling its Elizabeth Arden cosmetics brand because it does not fit in with the other “young and trendy” names in its portfolio.
Industry reports say it is no surprise that the fmcg giant is selling the brand for £207m. They say the products have a wealthy but dowdy image. “They are classic rich, elderly, New York women brands,” one source said.
It is thought FFI Fragrances, a US cosmetics group with a stock market valuation of $110m, is to buy Elizabeth Arden, which includes Elizabeth Taylor-branded perfumes and cosmetics. Unilever also has the Valentino, Nino Cerruti, Karl Lagerfeld and Chloe brands in its cosmetics portfolio.