Elizabeth Arden Finds Fertile Ground In The Largely Untapped Chinese Market

The cosmetics market in China is projected to grow 12.5 percent annually through 2012, a fact not lost on Elizabeth Arden Inc., which has already captured one percent of the market. The company has makeup and skin-care counters in 77 cities, including all of the country’s biggest and a sizable number in the second-tier. Execs say they’re not worried about lower-priced competition or a cultural distrust of synthetic ingredients. But the company is adjusting its marketing strategy for Chinese consumers, according to this report: focusing on skincare products, establishing “first-touch” counters, and offering skin whitening and anti-aging products.