The future of Elizabeth Arden is being guided by its loyal customers, according to a report published by Customer Think.

The Revlon-owned brand has rolled out a consumer-insight driven marketing strategy after a successful pilot, using its community of 4,000 ‘Arden Insiders’ to inform innovation and design decisions.

“The Customer Intelligence platform allows us not only to identify our customer’s likes and dislikes but to stay current on who she is and where she is going from a beauty point of view,” explained Celia Tombalakian, Senior Director of Global Insights and Product Development. “Typical focus groups or questionnaires just can’t capture this. We launched our community as a one-year pilot and within six months we were discussing plans for geographic expansion. The ROI was very apparent to all stakeholders.”