Global beauty group Elizabeth Arden has hired PHD for various key markets across Europe and Asia, including China and Japan.
The account covers all of the brands under the Elizabeth Arden umbrella, including the namesake Elizabeth Arden skin-care, makeup and fragrance products, plus lines such as Britney Spears, Elizabeth Taylor, Hilary Duff, Danielle Steel, Badgley Mischka, Mariah Carey, Giorgio Beverly Hills, Halston, Geoffrey Beene and Alberta Ferretti.
Estimated global Arden spending is $40 million, and the move includes traditional and digital planning and buying.
PHD has an existing relationship with Elizabeth Arden in the U.S.
Sebastian Clifton-Welker, the client’s marketing director for Asia-Pacific and Oceana operations, said he was confident the agency would continue to help establish its portfolio of brands across the region.
Markets in Europe include the U.K., Spain, Italy, France and the Nordics. Markets in Asia-Pacific include Australia, China, Hong Kong, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand.
“In all our discussions, the PHD team showed a clear understanding of our business and goals and most importantly, they had the right cultural fit,” Clifton-Welker said.
Hilary Jeffrey, president of PHD EMEA, added: “Elizabeth Arden is more than a brand name. It is a heritage brand that is close to the hearts of many people around the world, and we are very honored to be working with them across so many of our markets.”