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Elizabeth Arden marketing realignment, True Love ads reflect new image strategy.

This article was originally published in The Rose Sheet

Executive Summary

ELIZABETH ARDEN MARKETING REALIGNMENT IS FIRST STEP TOWARD NEW ARDEN IMAGE, according to the Unilever division. The company's move to merge its three marketing groups -- marketing development, global marketing and retail marketing -- was designed to better align the internal marketing structure with the rest of the Arden business. The first phase of the marketing restructuring includes five upper-level executive appointments, the company said, as well as a reorganization of marketing responsibilities under each executive. The second phase will consist of other personnel shifts on the director level. Executive VP-Marketing Ron Rolleston will head the new division, which is called the marketing group. These changes follow the appointment of Kimberly Delsing to president of Elizabeth Arden in August ("The Rose Sheet" July 25, p. 1).
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