Hll Discontinues Local Distribution Of Elizabeth Arden

Hindustan Lever (HLL), the Indian subsidiary of Anglo-Dutch consumer products major Unilever, has discontinued the distribution of the global prestige brand Elizabeth Arden in India.

Confirming the development, senior company officials said HLL had stopped importing and distributing the brand in India.

Unilever had, late last year, sold the brand to FFI Fragrances in a $225 million cash and stock deal, leaving the fate of the brand in the Indian market in question.

Following the change in ownership, HLL had said it would consider entering into an agreement with FFI Fragrances to import and distribute Elizabeth Arden in India, if FFI Fragrances so chose. But that deal did not materialise.

 

Elizabeth Arden was launched in India in September last year, becoming the second prestige brand from the Unilever stable to be launched in the Indian market through HLL, after Calvin Klein.

While Elizabeth Arden is portrayed as an adult brand in the international market, Calvin Klein - popularly known as CK - attaches a rather younger image.

The entire range of Elizabeth Arden's skincare, colour cosmetics and fragrances products were introduced in select outlets in the leading metros of India.

The premium brand was launched in India after a six month delay, as Unilever was relaunching the brand internationally during the interim.

The premium product range is priced between Rs 640 to as high as Rs 3,800. The range also includes the path-breaking 'Ceremides' products for skincare.

Incidentally, the launch of prestige brands in India comes with the gradually changing retail environment.

The Rs 58 crore prestige brands market is, however, still in the nascent stage of development. The rising aspirations of the urban consumer has prompted a number of companies to launch premium and prestige fragrance brands in the country.