Del licenses Elizabeth Arden trademarks

Related tags Elizabeth arden Marketing Sales Cosmetics

Del Laboratories - a mass-market manufacturer of nail care products
- has announced it is to license Elizabeth Arden trademarks for its
new salon product line. The agreement marks the company's first
entree into the professional market.

The new salon-specific nail care range is to be developed and marketed by Del Laboratories - maker of the Sally Hansen Hard As Nails brand - and sold under the Elizabeth Arden and Red Door names.

"Our expertise in the nail care business together with the great Elizabeth Arden and Red Door salon and spa heritage provide a unique selling proposition based on the strengths of both companies. The new line will provide salons and nail technicians with a complete line of the highest quality products,"​ said Del's vice president of marketing William McMenemy.

Del Laboratories markets and manufactures cosmetics and over-the- counter pharmaceuticals. The company manufactures skin care makeup, nail and beauty implements, lip color, skin care, bleaches and depilatories and topical oral analgesics.

The first products are to be launched later this year and will be marketed in the US Elizabeth Arden and Red Door spa chains.

Elizabeth Arden reported an 8.3 per cent rise in net sales for 2004 from $752 million the previous year to $814.4 million. The positive increase in sales was partly attributed to the successful launch of Red Door Revealed, a skincare and fragrance line intoduced by Elizabeth Arden in 2003.

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