Our Heritage: The Salon - Miss Arden's Beauty Wisdom

By 1910, Florence took the plunge and opened her own beauty "salon" - a term she chose purposely, to move away from the traditional "parlor," which she felt was outdated. To make her establishment stand out from the other store fronts on Fifth Avenue, she installed a beautiful, bright red door, and to match herself to her prestigious new business, she also adopted a new name - Elizabeth Arden. Word of her wonderful treatments - massages that relaxed and rejuvenated, products that made skin feel clean, refreshed and left it glowing - traveled through social circles in the city, and soon, socially elite ladies were flocking to her salon for products and treatments.

As her business expanded beyond her original 5th Avenue store, Ms. Arden maintained her company's prestigious image by making her products available at only the most exclusive stores around the world. She was the first in the industry to send out "Beauty Ambassador-esses", the original beauty advisors found today in salons and retails stores.