Elizabeth Arden celebrates a century of beauty

And Africa is next. The company is opening the iconic Red Door into a continent described by economists as 'an economic giant ready to wake up'. Even without the founder and doyenne of the beauty business at the helm, the company continues to seize opportunities and expand into emerging markets.

Corne Nel, MD of Elizabeth Arden Africa says, "South Africa - and Africa - plays an enormous role in Elizabeth Arden's plans for the future. We rank second only to China in our growth potential for global cosmetic sales. This means that you will soon start seeing Elizabeth Arden products in neighbouring countries. Our growth path is aiming at having a presence in Zimbabwe, Angola and Zambia during 2010 with a roll out into a total of 10 African countries in the next year."

It's hardly surprising then that 18 months ago, model and cover girl, Lerato Mpho Moloi, was chosen as the first African Brand Ambassador for Elizabeth Arden. The brand may benefit magnificently from Oscar winning actress Catherine Zeta-Jones as global ambassador but Africa is unique. We needed our own beautiful icon - for Africa and from Africa - distinctive and stunning. Lerato is tailor-made for the role.

Elizabeth Arden was a pioneer. She started by developing a soft face cream with a beautiful fragrance - a protest against the heavy and greasy creams available at the time. She also opened a beauty salon. The famous brightly-painted red door of her first salon on fashionable Fifth Avenue, New York, epitomised her desire to stand up, take charge and be noticed. And she certainly was. Her skin cream formulation was followed by rouge and lash tint, eye shadow and tinted powders and soon make up, previously only acceptable on the stage, became the height of fashion.

She was as passionately against the Victorian attitudes which discouraged 'good' women from wearing make up and also prevented their having the right to vote. During a protest march with 15 000 suffragettes in 1912, she was quick to pick up on the groups' trademark red lipstick and her entrepreneurial instinct took over. Soon the symbolically painted lips were perfectly outlined with her brand - an astute and successful marketing move. This innovative approach to marketing was what propelled the Elizabeth Arden name. Hers was the first cosmetic commercial ever shown at a movie house and she established herself early on as the 'authority' in the beauty and cosmetic business - a shrewd bit of personal branding.

There were many firsts for Miss Arden. Apart from face cream, non-theatrical make up, fragrances and the ubiquitous 8-hour cream, she opened the first wellness spa. Before the word aspirational was even coined, never mind a buzz word, her Red Door Salons and spa destinations became the unrivalled desirable destination for the most sophisticated women in the world. It was the first time her clients could be unapologetically and selfishly totally absorbed in themselves - a rite of passage that has been embraced by the millions who leave her spas glowing emotionally and physically.

Miss Arden was also the first to bring a scientific approach to skincare. She believed that beauty should not be a veneer of make up but an intelligent co-operation between science and nature in order to develop a woman's finest natural assets. Like its founder, the company still understands that embracing innovation is just as important as the iconic and legendary red door.

Little wonder with her combination of tenacity, branding and business acumen that she became the leader in the cosmetic industry in less than ten years. Such was her influence and success that she was described by Fortune magazine as 'tops - absolute, unqualified, unarguable tops - in the 'treatment' cosmetics business.' The magazine also reported that she earned more money than any other businesswomen in history. It's not surprising she graced the cover of Time in 1946.

Miss Arden left a legacy, not only her empire but a new billion dollar industry after her death in 1966. She was often heard saying, 'The show must go on.' And it has. She said the beauty industry is 'not just a pretty face' and the contribution Elizabeth Arden has made through scientific innovation, cutting edge technology and groundbreaking research is an endorsement of her beliefs.

As Elizabeth Arden celebrates 100 legendary years of bold, entrepreneurial accomplishments, it embraces the future. While the heritage, tradition and elegance of Elizabeth Arden is embraced in the refurbished Global Flagship store renamed 691 5th, thousands of kilometers away, the pioneering spirit of the brand is moving confidently into Africa. Florence Nightingale Graham aka Elizabeth Arden would have smiled approvingly.