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Elizabeth Arden RDEN -3.% is discovering that chasing the mass market and celebrities can lead to a cul-de-sac rather than to riches.伊丽莎白o雅顿公司(Elizabeth Arden )发现,一味追求大众化市场和名人效应,非但没能如愿盈利,还把公司拖进了死胡同The New York-based beauty company, which makes fragrances stars such as Taylor Swift and Justin Bieber, on Tuesday said it was cutting jobs, and planning to drop some unprofitable businesses and fragrance license agreements as part of a restructuring eft aimed at lowering its overhead costs by million to million annually.伊丽莎白o雅顿化妆品公司总部位于纽约,前些年曾推出泰勒o斯威夫特和贾斯汀o比伯等名人香水但这家公司为了降低每年,000万-5,000万美元的管理费用,计划重组业务作为重组行动的一部分,这家周二宣布裁撤冗员,放弃某些不盈利的业务和香水授权协议A few years ago, Elizabeth Arden got aggressive in the celebrity fragrance market—its roster now includes fragrances by Britney Spears, Taylor Swift, and Justin Bieber—in an attempt to go toe-to-toe with Coty COTY -1.% . It also has found itself very exposed to the lower-end market after years of pushing into the mass market channel: a couple of years ago, it got dinged when a mass market retailer dramatically cut back on orders. (It didn’t say which one, but Wall Street analysts surmised it was Wal-Mart Stores WMT 0.% .)几年前,伊丽莎白o雅顿公司开始野心勃勃地进军名人香水市场——推出小甜甜布兰妮、泰勒o斯威夫特和贾斯汀o比伯系列香水——试图与科蒂集团(Coty)竞争经过几年努力,伊丽莎白o雅顿公司发现利用大众化市场渠道营销的策略使公司很容易受到低端市场影响:几年前,一家大众市场零售商大批量减少了订单,致使伊丽莎白o雅顿公司的销售业绩出现大幅下滑【虽然它没有披露这家零售商的名称,但华尔街分析师猜测是沃尔玛百货(Wal-Mart Stores)】And so now it is trying to retrench, dropping some celebrity and designer licenses (it didn’t say which), which are typically lower-priced items, and putting more emphasis on reviving its higher-end namesake brand, along with a more concerted eft to push its prestige products, particularly overseas where Arden has been a latecomer. In May, about the time it instructed its Goldman Sachs bankers to potentially look buyers, Elizabeth Arden announced its “Permance Improvement Plan,” aimed it helping its get back on its feet after a few years of middling sales. (It has repeatedly had to revise ecasts downward in the past year.)有鉴于此,伊丽莎白o雅顿公司决意削减开,放弃某些典型的低价名人和设计师授权品牌(目前还没有确定具体是哪些项目)把营销重点放在复兴高端同名品牌上,同时更加专注在公司新进的海外市场推广旗下的名品五月份,它指示高盛家们为它寻找潜在的买家,还宣布了一个“业绩改进计划”,希望经历了业绩平平的几年之后,能够通过这些努力再次站稳脚跟(去年,这家公司不得不多次下调业绩预期)Another big problem Elizabeth Arden is that it is very exposed to fragrance at a time companies like Estee Lauder EL -0.1% are pumping millions into research to develop better skin care products, the fastest growing area of the beauty industry.伊丽莎白o雅顿公司仍然需要解决另一个难题近年来它一直主攻香水市场,而其它化妆品公司【如雅诗o兰黛(Estee Lauder)等】则不惜花费百万美元,用于研制品质更好的护肤品,这才是发展最快的美容行业“In fragrance, there’s been a lot of competition, and it tends to be more discretionary. At the same time, skin care has been getting a lot of investment from beauty companies,” said Morningstar analyst Erin Lash, who covers the beauty industry, though not Elizabeth Arden specifically.晨星公司(Morningstar)分析师艾琳o拉什的研究领域覆盖整个美容行业,并不是专门研究伊丽莎白o雅顿公司她评价说:“香水市场的竞争一直非常激烈,而且鱼龙混杂与此同时,护肤品行业一直是化妆品公司的投资重点” 3787There may be a ten year age gap between the Duchess of Cambridge and Princess Mary of Denmark but the pair could easily pass as twins. With their wavy brunette hair, petite features and slim figures, the physically resemblance between the two is uncanny.剑桥公爵夫人凯特和丹麦王妃玛丽年龄相差十岁,但是看上去她们真像一对孪生同样拥有波浪卷深色头发、娇小的身型和纤瘦的身材,她们的相似之处真是不可思议But the royals have much more in common than just appearance. Both were commoners who married a prince. Princess Mary is native to Australia and met her husband-to-be during the Sydney Olympics. Like Kate, who met Prince William at university, she had no royal roots.但两位皇室成员的相似处不仅仅在外貌上首先她们都以平民身份嫁给王子玛丽王妃是澳大利亚人,在悉尼奥运会时她遇见了她未来的丈夫;这与凯特王妃的情况很相似,她是在大学认识威廉王子的,她同样没有皇室血统The pair both share a love of sport, are both mothers and will both one day be queens.这两位王妃都热爱运动,都已为人母,而且将来有一天都会登上皇后的宝座They also share an impeccable sense of style, looking the part whatever the occasion. In fact, their taste in clothing is so similar, they have even been known to wear the same coat - but thankfully not on the occasion they met when Kate visited Denmark.在穿衣风格上,她们的品味也惊人相似,无论什么场合衣着都很相像事实上,他们的穿衣品味是如此相似,以致于她们甚至穿过同款大衣——但是幸亏不是在凯特访问丹麦的时候 78

England's David Beckham is set to miss this year's World Cup despite undergoing successful surgery on his torn Achilles tendon on Monday.  尽管英格兰足球巨星大卫#86;贝克汉姆本周一接受的断裂跟腱修复手术非常成功,但他已确定将无缘今年的世界杯比赛  The -year-old suffered the injury in AC Milan's 1-0 win over Chievo on Sunday and flew to Finland an operation permed by one of the world's top specialists.  岁的贝克汉姆在上周日AC米兰以1比0战胜切沃的比赛中跟腱受伤,之后在第一时间飞往芬兰求助一位世界顶级名医  So far everything is fine, surgeon Dr. Sakari Orava told the reporters. "The operation went smoothly and nicely."  这位名叫萨卡里#86;奥拉瓦的外科医生告诉记者说:“目前来看情况不错手术非常顺利,也很成功”  Orava was asked whether the midfielder would be able to play in the World Cup in South Africa starting on June .  当被问及这位中场球员能否参加将于今年6月日开幕的南非世界杯赛时,奥拉瓦说:“我觉得不行,他的伤势需要很久才能恢复”  No, I don't think so...healing takes a long time, he said.  贝克汉姆的脚需要大约六到八周的石膏,之后他将接受“强度更大的”物理治疗  Beckham's foot will be in a cast around six to eight weeks, after which he can start "more vigorous" physiotherapy.  贝克汉姆是有史以来代表英格兰国家队出赛次数最多的非门将球员,迄今已有1次而此前贝克汉姆一直在为他第四次出征世界杯而努力  Beckham, England's most capped outfield player with 1 appearances, had been bidding to play in a fourth World Cup.  贝克汉姆在他的个人官网上说:“我很难过,但要谢谢大家的持我希望能尽快恢复到最佳状态”  I am upset but want to thank everyone their messages of support, Beckham said on his official website. "I hope to make a swift and full recovery."  英格兰队教练法比奥#86;卡佩罗称,贝克汉姆如果缺阵本届世界杯,那将是个“巨大的打击”  England coach Fabio Capello said Beckham's likely absence was a "big blow."  卡佩罗在英国足球协会网站上发表的一份声明中说:“大卫受伤了,对此我感到很难过” 18937

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