During World War II, Elizabeth Arden recognized the changing needs of the American woman entering the work world. She showed women how to apply makeup and dress appropriately for careers outside the home. She created a lipstick called Montezuma Red, for the women in the armed forces that would match the red on their uniforms.

That shade of red has since became synonymous with the brand. Arden knew that one simple accent would not be enough. She created foundations that matched a person's skin tone, and in doing so, creating the idea of the "Total Look" in which eye, lip, cheek, and fingernail colors matched or coordinated. This remains a vital element in today’s philosophy.

After walking through Arden’s red door, your sense of beauty and elegance will never be the same.