1. “To be beautiful and natural is the birthright of every woman.” – Elizabeth Arden,1916

2. PRESENTATION OUTLINE ■ Company Overview ■ Research Procedure ■ Research Effectiveness ■ Product Analysis & Findings o Red Door o Curious o Pretty ■ Recommendations

3. THE COMPANY Elizabeth Arden, one of the most recognized names in beauty, is known around the world for quality, elegance, product innovation and it’s iconic Red Door. “..is to fulfill the total beauty needs of women around the world. We believe in fostering an enduring connection to our consumers by offering luxury, service and expertise.” Found in 90 countries worldwide. We look to the future from the strength of our history, anticipating women’s changing needs and universal desire for beauty. Vision Mission

4. RESEARCH  Too vast range of brands  Consumers discussed products and not the brand  Products existed for each of the different target markets  Too vast range of brands  Consumers discussed products and not the brand  Products existed for each of the different target markets Products chosen for discussion & analysis

5. EA Website Ambiguity on product lines and brand extensions Incoherent brand image Primarily an online shopping website Forum EA official forum – only positive reviews ( bias) Beauty forum-insights from consumer review (critical) Selected products mainly discussed – narrow POV on EA Press Use of celebrities to endorse majority of products Limited range of products advertised – Curious, Pretty but not Red Door RESEARCH EFFECTIVENESS

6. Company Image ClassicQualityIconicInnovative Globally Recognised Elegant Consumer Perception Cheap RED DOOR AUDIT Not SexyOld

7. RED DOOR: Key Findings “This is an older woman's perfume. It is way too strong and gives me a headache if anyone near me is wearing it.” Elegant  Old “it reminds me of my grandmother and just old ladies in general. I would not buy this as a gift for a girl or a young lady” “When I smell it I think of an older woman, probably because more mature people tend to wear it.” Globally Recignised  Cheap “Smells like a cheap tacky perfume.” “It is pretty cheap and you can buy it even at your local price line store.” “Lots of people know what Red Door smells like, and then know that you buy cheap perfume.” Classic  Not Sexy “It smells classy but doesn’t come across as romantic or sexy in any way. I wouldn’t have bought it for myself.” “I'd wear it on a night when I pulled out my LBD, but not on a night when I wanted to feel sexy.”

8. Company Image Innovative Marketing Youthful Sensual Musk Value for Money Feminine Exhilarating PRODUCT AUDIT Consumer Perception GentleRelaxing

9. Gentle “It has a gentle fragrance that has earned me many compliments from my friends.” “I find the smell a bit weak, but still I like it though its got a nice hollow scent but could do with a bit of a more powerful smell” “It smells clean and relaxing.” “Not long after the first spray, I detect a delicate, fruity aroma.” “I am 'curious' as to where the scent went 10 minutes later. I could not smell it on me at all. It was gone, history, outta here!” Key Features The scent is misperceived as relaxing/gentle, rather than sensual/exhilarating but has generally positive reception Key Lexis Markers Relaxing, Gentle, Delicate, Weak Key Features The scent is misperceived as relaxing/gentle, rather than sensual/exhilarating but has generally positive reception Key Lexis Markers Relaxing, Gentle, Delicate, Weak ANALYSIS

10. Focussed Personality Misperception (Product) Product Diffusion models generally accept that celebrities can be influential innovators of products. (Arnould et al., 2004) The ideal self is influenced by elements of consumer culture, such as heroes or people as models of achievement or appearance in advertising. (Solomon, 2006) Walker et al. (1992) states that sometimes pairing products with celebrities affects subjects’ images of those products consistent with the image of the celebrity. The misperception about the product smell does not seem to negatively influence overall brand perception ANALYSIS

11. Company Image Charming & Elegant Irresistible Feminine & Pretty Fruity & Floral Symbolises Who You Are Luxury Ornamental PRODUCT AUDIT Consumer Perception Average (No distinct personality) Innocent Transperant Marketing

12. PRETTY: Key Findings “This fragrance should come in handy for any 16 year old who wants a bit of laa-dee-dah” “Very safe fragrance for a teenager or suitable for work. Meh.” Innocent “It is a little too innocent and girly for my liking. Teens will probably snap this fragrance up like hotcakes as soon as the price goes down.” “I came to the conclusion that this fragrance is like a safer, less spectacular version of Clinique Happy.” “I feel as if I'm slightly out of the intended for this fragrance.” age group Key Feature Rather than elegant, the brand is perceived as ‘innocent’ and ‘safe’. Key Lexis Markers Innocent, Safe, Teen, Teenager, Girly Key Feature Rather than elegant, the brand is perceived as ‘innocent’ and ‘safe’. Key Lexis Markers Innocent, Safe, Teen, Teenager, Girly “The packaging is super girly pink.”

13. PRETTY: Key Findings Transparent Marketing “I feel as if I'm slightly out of the intended age group for this fragrance.” “When Elizabeth Arden created Pretty it was obvious that they were intending to crack the younger market. However, with that being said, I would've liked to have seen the company create something unique and refreshing.” “to me Pretty smells like it's trying too hard to emulate other fruity florals on the market today.” Key Feature Findings indicate that consumers are very aware of the underlying business process Key Lexis Markers Try, Intend, Attempt Key Feature Findings indicate that consumers are very aware of the underlying business process Key Lexis Markers Try, Intend, Attempt

14. PRETTY: Key Findings Lack of Personality “Is this similar to bond girl by avon? Coz the notes are very very similar to that...Gives it similar sense too?.” “nothing original though. Heaps of similar floral scents already on the market. No 'wow' factor, nothing stands out.” “I came to the conclusion that this fragrance is like a safer, less spectacular version of Clinique Happy.” “Lack of personality, though, and yet another disappointment for me. There is nothing about it that will capture your mind. Just ordinary, well made scent, like million of others.” “but not original scent. Smells so much like Hugo Boss Femme.” “Inspire by Christina Aguilera came to mind.” Key Feature Attempts to draw comparisons to ‘fix’ the product. Key Lexis Markers Similar, Ordinary, Safe, Unoriginal Key Feature Attempts to draw comparisons to ‘fix’ the product. Key Lexis Markers Similar, Ordinary, Safe, Unoriginal

15. PRETTY: Summary INTENTION (MIS)PERCEPTION THEORETICAL FINDINGS “The invisible must- have accessory. Everyday, everywhere. Every woman wants to feel pretty” Lack of Personality Focus ‘Safe’, Innocent Perception Don’t feel marketed toward Brand Personality Theory suggests that distinctive brand personality is essential to creating product differentiation (Aaker, 1997; Solomon, 2006). A mis-directed/mis-perceived use of semiotics has led to a young and innocent view of Pretty. Product Sign (packaging) Interpretant (consumer) “Girly”

16. Elegant  Old ‘Retro’, not ‘Repro’ (Brown, 1999) Problem IdentifiedRecommendation Classic  Not Sexy Globally Recognised  Cheap Slowly change sales channels (and thereby accessibility) along with price (Kort et al., 2005) Red Door Lack of Personality Innocent Transparent Marketing Conduct a semiotic analysis in order to strengthen the gap between product and sign. (Solomon, 2006) Personalised consumption meanings(self construction & social identity Solomon, 2006) emanating from consumer opinions need review to strengthen existent semiotic gap that reflects a discrepancy in brand personality and perception. Pretty RECOMMENDATIONS