Article posted by BR Merilyn
Valerie Riley heads up the NZ division of one of the most iconic beauty brands - Elizabeth Arden. We talk to Valerie and get an insight "behind the brand" .
BR:Tell us abit about yourself; you’ve got a gorgeous French accent! How long have you been in NZ?
I have been in NZ since 1987, I still have family in South of France, in Nice exactly, always a nice place to go back to in holiday.
BR: What is your background? How long have you been in the Beauty Industry?
I have a French Law Degree which was not valid when I arrive in NZ, I worked in retail for couple of years and started in the cosmetic industry as a trainer. Teaching the staff behind the cosmetic counters how to sell fragrance. I did it for a year and decided I wanted to move to marketing and this is the way I started at Elizabeth Arden.
BR: How long have you worked for Elizabeth Arden?
I started in March 1992 in marketing and got the GM role in 1997, the year our daughter was born. Not the best timing but I still did it and don’t regret it for a minute.
BR: What is the philosophy behind the Elizabeth Arden brand? What does it stand for?
“To be beautiful is the birthright of every woman”- Elizabeth Arden - 1916
As an entrepreneur, a women's advocate, and a champion for holistic beauty,
Elizabeth Arden was in many ways a 21st century woman, whose beliefs seem more relevant today than ever before.
Elizabeth Arden, one of the most recognised names in beauty, is known around the world for quality, elegance, product innovation and its iconic Red Door.
BR: To many people, you would have their dream job, what is the best thing about working for such a well-known beauty Brand?
It is a wonderful industry for women, new products are always so exciting and my job is never boring, I am also very fortunate that I work with a great team of people.
BR: Elizabeth Arden has had some well-known celebrities associated with them, have you ever met any of them and if so what were they really like?
I have had my photo taken with Catherine Zeta-Jones but did not get a chance to really spend much time with her but I still have this photo on my desk. My moment of glory!!!
BR: What is the oldest Elizabeth Arden product that is still available on the market today?
8 Hour Cream that was first introduced in 1930.
BR: What is it about this product that makes it so popular?
That it is an all purpose balm with so many benefits: you can use it on your lips, eye brows, nappy rash, burns, scratches, insect bites – any skin ailment.
BR: What’s been the biggest highlight of your years at Elizabeth Arden?
I am very proud to keep Elizabeth Arden as one of the top prestige cosmetic brands in New Zealand and retaining our #1 position in skincare. Red Door is also New Zealand’s #1 fragrance.
Also the international travel is always interesting as we have meetings in different parts of the world and get to meet great people who are as passionate about the brand as I am.
BR: What’s your favourite Elizabeth Arden product?
Prevage and 8 Hour Cream. Watch out for our new Beautiful Color lipsticks launching in October this year – they are fabulous!
BR:What are the most popular Elizabeth Arden products?
Visible Difference Good Morning Retexturizing Primer and Ceramide Lift and Firm Day Cream SPF30.
BR: What is your signature scent?
Green Tea and Elizabeth Arden’s new fragrance Untold that launches in September.
BR: What does a normal day for you consist of?
Overseeing the running of the company, I still do a lot of marketing but also making sure the business is in line with budgets.
BR: How do you relax?
Sports, lots of it like spin class, tennis and pilates. Have massage every 3 weeks and try to get away with the family to a warm place during the Winter for at least one week.
BR: Can you give us a hint about what’s next for EA?
A lot of exciting launches coming up, the new EA fragrance Untold (September) and the new EA lipsticks in October plus a great new foundation next year.
