HOT SPOT: ELIZABETH ARDEN: ARDEN ARDENT OVER ADS

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Still trying to engineer a complete turnaround, Unilever's Elizabeth Arden Co. will spend $50 million on advertising in the U.S. alone this year, up from $22 million in 1995. The increased ad budget, handled in-house, will help int roduce a worldwide repackaging of all Arden skincare and makeup brands; new campaigns for all brands, including fragrances like Red Door; and new products such as Modern Skincare, a treatment line for younger women, as well as Cera mide Firm, to be added to the Ceramide line. In addition to advertising, the company will invest more heavily in sampling and the expansion of both its Elizabeth Arden salons and Custom Color makeup systems.
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