Elizabeth Arden Names New President, Joint Venture

Elizabeth Arden has appointed JuE Wong as president, Elizabeth Arden Brand. Wong previously served as CEO of StriVectin, in addition to earlier roles with Astral Brands, N.V. Perricone M.D. Cosmeceuticals and Murad.

In making the announcement, Elizabeth Arden highlighted Wong's commercial and marketing experience and background in product development, marketing communications, sales and operational expertise, and digital platforms.

"This knowledge and experience in key global beauty markets will be instrumental as the Elizabeth Arden brand looks to accelerate its growth internationally," the company notes. "The repositioning efforts will be supported by a robust pipeline of product innovation, increased digital capabilities, and multi-channel international expansion."

Asia Expansion

Elizabeth Arden, which recently had slow sales results, has also signed on for a joint venture with Asian prestige beauty distributor Luxasia Ventures Pte Ltd. for the Southeast Asia region. Operations will begin in the first fiscal quarter of 2016.

"The joint venture between Elizabeth Arden and Luxasia in Southeast Asia and Hong Kong is an important step towards the reorganization and a faster development of our brands in this strategic part of the world," said Eric Lauzat, president, international. “The expertise of the Luxasia Group in Asia will allow us to better deploy the Elizabeth Arden brand in the prestige distribution and to provide our John Varvatos and Juicy Couture fragrance brands broader geographical prestige distribution in the fast growing Asian fragrance market. We are delighted to partner with such an important and experienced local player and look forward to fast and sizable growth in the region.”

Patrick Chong, chairman of Luxasia, commented, “We are extremely excited by the opportunities this joint venture platform provides to realize the potential of the Elizabeth Arden brand in Asia and Hong Kong. As Asia's leading beauty commercial organization, we are confident we can harness our market intelligence, influence and talent to successfully transform the Elizabeth Arden brand to be amongst the top beauty brands in Asia.” 

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