Now, 10 weeks later, he's rescheduling the kickoff for next spring and increasing total marketing support from the initially planned $12 million to an estimated $18 million, including $9 million for new TV and print ads fashioned from existing footage of the original in-house-created campaign.
The revised introduction, however, apparently will not include mass merchants J.C. Penney Co. and Sears, Roebuck & Co. Previous Arden President Kim Delsing's decision to include them in the original launch resulted in a backlash by prestige department stores, which blackballed the scent (AA, Aug. 14).
The imbroglio-coming in a year that, according to industry consultant Allan Mottus, saw Arden's $1 billion in sales drop $150 million and its anticipated $60 million in profit vanish-resulted in Ms. Delsing's abrupt dismissal and the rapid deployment of Mr. England, widely considered Unilever's resident troubleshooter.
Mr. England, most recently chairman of Unilever's Elida Gibbs-Faberge division in France, will not comment on distribution for Black Pearls except to say it will be a "department store launch."
Mr. England has been searching for a "halo effect" on brand image and believes he has found it in Arden's Red Door Salon business, which he intends to refurbish and expand through licensing agreements.