US - Elizabeth Arden has re-launched one of its signature fragrance red Door with a captivating new bottle and packaging design in honour of the company’s 100th anniversary.
Introduced in 1989, Red Door is a classic and elegant fragrance that symbolizes glamour and luxury, inspired by the iconic red door – which reflects the Elizabeth Arden beauty experience.
"The Red Door is a timeless symbol for the Elizabeth Arden total beauty experience, which is as modern and relevant today as it was when Elizabeth Arden first opened her door back in 1910," explains Melanie Bromehead, Brand Manager - fragrances at Elizabeth Arden Africa.
The Red Door packaging has been given a modernized makeover as designed by Elizabeth Arden senior designer Jean Antretter, with a captivating and bold red glass bottle that reflects the famous Red Door.
The carton that contains the fragrance has also been redesigned in Elizabeth Arden’s signature red hue, with a high gloss finish accented with gold.
The redesign is supported by a new TV and print advertising campaign led by Mark Dixon, Vice President Creative Director Elizabeth Arden, who describes his inspiration behind the concept: “The iconic Red Door represents the point where a woman is transported and transformed from her ‘everyday self’ to her ‘best self’.
“This is a fantastic, yet not totally unrealistic approach.”