HLL introduces Unilever's Elizabeth Arden range in India

Prachi Joshi Johar

agencyfaqs!

NEW DELHI, September 23

Hindustan Lever Ltd (HLL), India's largest FMCG company with a turnover of Rs 2879.72 crore, has launched Unilever's prestige cosmetics and fragrance range, Elizabeth Arden, in India.

HLL has introduced three product categories from the Elizabeth Arden portfolio: skincare, colour cosmetics and Arden's popular range of classic fragrances.

Its skincare range addresses all skin types and age groups and consists of cleansers, lotions, crèmes and Ceramide capsules that offer customised regimes for varied skincare concerns. The skincare line includes Basic Needs, a basic skincare regime, the Millennium range, a range for aging skin types and a range called The Specialists, which comprises specific care products.

The Fragrance range comprises five of Elizabeth Arden's popular fragrances worldwide. They are Fifth Avenue, Green Tea, Red Door, Sunflowers and Elizabeth Arden Splendor fragrances.

Easy Color, the colour cosmetics range, has lipsticks, cheekcolours, eyecolours and eye pencils on offer. The range is unique in grouping these cosmetics into a specific shade category, each of which is meant to complement Indian skin tones.

All Elizabeth Arden products will be imported and their prices in India will be on par with the international prices for these products — ranging between Rs 640 and Rs 3,800.

Elaborating on the brand's international image Jonathan Holland, manager, Asia Pacific, Elizabeth Arden said, "The brand today, is synonymous with trust, quality and service and a modern attitude about beauty and style." Talking about the segment the company wants to tap in India, he added, "Our inspiration is a confident, intelligent woman of a modern outlook with a style of her own." A contemporary, sophisticated Indian woman, therefore, is what Holland sees as his target audience.

HLL, with its strong distribution presence in the country, will be marketing the Elizabeth Arden range in India. The product range will be available in select outlets in most metros by the year end. Commenting on the timing of the launch, Anil Chopra, head of speciality business, HLL, said, "India's urban elite are abreast of international trends in personal care, fashion and grooming, and the retail revolution coupled with the success of lifestyle stores, makes this the appropriate time to launch Elizabeth Arden in the country."

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