Elizabeth Arden: Innovator of Total Beauty and Total Look

The progressive Florence Arden coined the term beauty “salon” in 1910 to transcend the outdated beauty “parlor.” She also adopted a new name, Elizabeth, and installed a bright red door on her Fifth Avenue salon to stand out from the crowd. Word of Elizabeth Arden’s luxurious treatments spread rapidly among the socially elite.

Elizabeth Arden maintained her products’ prestige by offering them exclusively at the finest retailers internationally. She was the first in the beauty industry to establish Beauty Ambassador-esses, who can be consulted in today’s Elizabeth Arden salons and retail establishments.

Elizabeth Arden virtually pioneered the cosmetics industry. At a time when makeup was only appropriate on the stage, she harnessed American women’s desire to break the post Victorian-era mold and rendered makeup socially acceptable. She introduced rouge and tinted powder from Paris, launched the concept of eye makeup, and created foundations to precisely match skin tone.

Elizabeth Arden founded the concept of Total Beauty: beauty that begins with healthy skin and anti-aging care. She deeply believed that “there is no reason for a woman to lose even one iota of her beauty.” Using her training as nurse, she formulated skin care products that enhanced the skin. Elizabeth Arden also conceived the Total Look concept that features harmonizing eye, lip, cheek and nail color.

By 1920, Elizabeth Arden had created more than 100 beauty products in 600 styles–more than any other company in the world. By 1930, financial experts agreed there were only three American corporate names known throughout the world: Singer sewing machines, Coca-Cola and Elizabeth Arden.

Elizabeth Arden was a tireless innovator in the beauty industry until her death at age 88. Today’s Elizabeth Arden brand continues her legacy of anticipating trends, engaging new technologies, and keeping pace with devoted customers throughout the world. Elizabeth Arden’s demand for perfection, from ingredients to packaging, carry on in the product line today.

Elizabeth Arden’s basing prestigious products on scientific skin care continuously offers leading-edge beauty products to today’s woman. This includes SPF and Ceramide-enhanced skin care formulas such as Ceramide capsule products and lipstick. Elizabeth Arden’s Exceptional Lipstick Lip Lip Hooray! is the first long-wearing breath-freshening lipstick. And Elizabeth Arden Custom Color Foundation utilizes a computerized reading–right at the counter–of a woman’s skin color and type to custom mix the perfect foundation.

The Elizabeth Arden brand still embraces its founder’s philosophy: beauty comes from within, and is achieved through intelligence, peace within ourselves, and having a strong presence as a woman in today’s society.

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