Elizabeth Arden


We invigorated the Elizabeth Arden Brand, globally.

Elizabeth Arden was a household name that found itself struggling to remain relevant. KraftWorks was asked to create a product launch campaign that would work across global markets. At the time, regional teams dictated marketing, resulting in an incoherent brand look and feel.

We recognized a need and spearheaded a complete brand redesign. From the core brand’s personality and tone of voice, we created a new, modern brand look and feel for Elizabeth Arden.


The global brand principles that KraftWorks created were rolled out in 2013 and continue to shape the brand’s reinvigoration today.