Elizabeth Arden Column
Through the Red Door
In association with
Born in 1881, Elizabeth Arden was a woman way ahead of her time. Fascinated by skincare from a young age, she went on to pioneer the international beauty industry with many firsts including travel-sized products and the cult Eight Hour Cream. An ardent suffragette, legendary innovator and tireless entrepreneur, Elizabeth Arden was an early example of the ability of women to achieve success against the odds.
In a male-dominated era, she created a global empire with her famous Red Door Salons. Her entrepreneurial spirit and commitment to innovation, quality and excellence remain the soul of the company today. In the spirit of Elizabeth Arden, this column sets out to recognise the women in our industry whose personal and professional stories make them deserving of industry recognition.
Elizabeth Arden
Clarisse Daniels
Our latest column in partnership with Elizabeth Arden features Whyte & Mackay Regional Director Global Travel Retail – EMEIA & Americas Clarisse Daniels.
Introduction: Clarisse Daniels (nee Chavatte) was born and raised in Paris. A self-confessed rebel as a teenager, she wasn’t enamoured with schoolwork, but university studies and social life captured her interest. Looking to further a passion for the world of fragrances, a trip to Chile drew Clarisse into the drinks industry. And she hasn’t looked back since.
Clarisse talks with The Moodie Davitt Report’s Colleen Morgan about embracing her whisky DNA, a love of challenges and discovering new mindsets, and a passion for making brands better.
Let’s start at the beginning. Where were you born and raised?
I was born and raised in Paris. My father was a dentist and my mother had to juggle between helping him at work and hosting many dinners as a housewife, although she never really enjoyed that role and encouraged me to stay out of the kitchen for as long as I could.
That suited me fine until I left France and realised I couldn’t cook anything.
I have one older brother, Nicolas. He and I grew up in a gender-equality family. There was no role playing and I found it quite difficult later realising that most other children were not brought up with those same principles. We were, and still are, fortunate to have loving and supportive parents.
That said, we didn’t take anything for granted. We were always encouraged to ‘work’ to pay for any extras we wanted, and as I’ve always liked to own nice things it drove me to work harder.
I was a confident child, always happy to stand up for myself against my older brother and learnt to ignore him when he was really annoying – which helped me later on in life when dealing with trying people. You could say I had a strong temperament.
Ready to take to the ski slopes: Fun-loving Clarisse with her brother Nicolas
Did that continue through your teenage years?
Yes, it certainly did. I was a bit of a troublesome teenager, not really interested in school and learning, more interested in socialising with friends. I enjoyed sports, especially swimming, and at one stage held the title of the Parisian breaststroke champion.
To be honest, I found education boring until I went to an International Business School. Then my world changed. I wanted to learn as much as I could and I found an interest in languages, studied Spanish and started to improve my English.
I was fortunate to travel from quite a young age on holidays with my family and quickly realised how much I wanted to extend those travels and experiences.
And did you?
Yes, I did. Looking back, I can see just how much being a rebel shaped my life then. I had finished my studies and at that stage, especially in France, taking a gap year wasn’t really done.
However, my then boyfriend had an internship in Chile and when I was 22 and had finished my studies, I decided to join him there. As you can imagine, everyone questioned that decision; they were all telling me I was crazy. It was a different world then; without mobile phones and internet so any communication was via very expensive international phone calls or by fax.
I knew I had to make my move, to prove myself as an individual. And once there, I had to roll up my sleeves and get myself into local life… and get a job.
And that job was your first in the drinks industry?
Another yes. Even though I was obsessed with perfumes and the fragrance industry I took a job with Pernod Ricard. I found myself in a sector which is not so different from the fragrance industry, both focusing on aromas, flavours, storytelling and personal preferences.
My boyfriend left Chile, but I stayed in the country for four years until I felt the need for a new challenge and Pernod Ricard offered me a job in the UK with Jacob’s Creek wine.
Another learning curve, old-school business approach and marketing, but as a member of a fantastic London team I found my home. Chile of course had been amazing for nature and sports, but I was ready for a different life and London was the perfect place.
My work with Jacob’s Creek opened many doors. Two-and-a-half years packed with events, including the sponsorship of Wimbledon and the British Open, and targeted brand development, which also included Jacob Creek’s sponsorship of series nine and ten of the popular Friends series. That was acclaimed then as the most successful above the line (ATL) activity for any wine brand.
“I thrive on challenges and finding solutions; finding what people – and brands – want and need is one of my strengths.”
–Clarisse Daniels
You’ve now been in the drinks industry for 27 years, working with big names including Pernod Ricard, Diageo, Chivas Brothers and now Whyte & Mackay, to name a few. What is the Clarisse Daniels approach to business?
As soon as I started to concentrate on my studies, I knew I wanted an international career. I think that stems from my love of travel from an early age. I thrive on challenges and finding solutions; finding what people – and brands – want and need is one of my strengths.
Strong teamwork is key, as is observation and discovering and supporting different mindsets.
I moved into the whisk(e)y industry, again with Pernod Ricard, in 2005 and was part of the team that created the far-reaching Jameson ‘Beyond the obvious’ campaign.
I believe whisky is part of my DNA. I absolutely love my job and feel that passion is also key to my success in the industry.
Do I ever feel like pinching myself for working in an industry I love? Yes, sometimes I do. I feel very fortunate to be part of an industry based on collaboration. Look at The Trinity Forum, look at APTRA’s events. They are all about discussion, finding the right approach, sharing thoughts. All very close to my way of doing business.
Is there anyone you consider your mentor?
No, not one person in particular. I have been fortunate to work with some incredible people; I’ve followed them around, taken tips and learnt from them.
We all live and learn, that’s part of life. I never have regrets but choose to take learnings from what has happened in the past.
I am also a great fan of podcasts, those dealing with self-development in various industries and others within sports which I believe help to develop a winning mindset. When you play a sport you learn discipline and gain confidence and mental toughness to win against the opposing team or stand out among your peers. It helps identify your strengths and play on them.
At the recent ribbon-cutting ceremony for the global travel retail limited-edition launch of The Dalmore Portfolio Series (Year 1) with World Duty Free at London Heathrow Airport. (From left) Heathrow Airport Head of Category – Duty Free/Luxury/High Street Nancy Stewart; Fraser Gray, the renowned Scottish visual artist who worked not only on The Dalmore bottle but also on the activation artwork; Clarisse Daniels; Avolta Liquor Product & Promotions Manager UK Paul Martin; Whyte & Mackay Travel Retail Global Account Manager Joanne Morris and Whyte & Mackay Travel Retail Business Development Manager Jimmy Symonds.
Let’s consider diversity and gender equality in travel retail and the drinks sector
My take on diversity is focused on mindset. I do believe men can take a different approach to things than women. For example, how many times have you seen five men in a pub and one goes straight to the bar and orders a round of beers? Five women, on the other hand, will discuss what they want to drink and weigh up the options before making a consensus order.
In business we need to respect everyone’s opinions. Women are often judged as not assertive enough, but I am a firm believer that a preference towards collaboration and accepting differences in opinions must be respected.
What do you consider your greatest success to date?
That would probably be my work on the rebirth of Royal Salute. At Chivas Brothers I led a brand revitalisation programme that worked. Royal Salute was losing listings, losing followers and returned as a leading light in the Scotch whisky category. I’m very proud of that.
Brands and their marketing managers and team members should not be scared of change. Listen to the consumer, don’t be afraid to challenge the status quo.
Look at Whye & Mackay. We may not be the biggest in the industry, but we are invited by our key customers to join them around the table. They know and recognise our ability and willingness to share insights, to talk about the future, not only of our brands but of the drinks category in general.
I’ve been described as a transformative strategist and it’s a title I like, gained from spearheading initiatives to catapult stagnant brands to achieve top-category positioning in the market. Again, it’s down to a determined approach and strong teamwork.
Family time for Clarisse with her husband Mark and their children Milie and Maxim as they head off on holiday
And your worst moment?
Well, that was in Asia a few years ago, when I was the only woman in a private room for dinner and the restaurant staff thought I was the PA and men started giving me jackets to take care of.
That was never going to happen.
A tip for young women coming into the industry?
In the drinks industry alcohol is inevitably involved. Women should always keep control and if they feel threatened, they need to ask for help.
That aside, newcomers to any industry should consider what energises them. Do they like interaction or do they prefer working with numbers for example? They need to clarify what really attracts them to a job. They shouldn’t be afraid of challenges and changes. Everyone can learn from challenges, and you are never too old to change.
That’s a wrap: Clarisse at The Dalmore Heathrow promotion on her way home after this year’s successful TFWA World Exhibition in Cannes
And your life away from work? How do you maintain a good work/family balance?
I think I do that by keeping them separate. My husband Mark knows very well what I do and how I work. He’s a property redeveloper so in that respect is in quite a different world and that works for us both.
It took us some time to become parents and now we are blessed with two children: Maxim, who is 12 and very much like his father, and ten-year-old Milie, who some say is a mini me.
Mark and I are partners, we share the parenting, and I am determined that when I am with my children I am ‘there’ and nowhere else. No phones, no social media, no work.
Is there a Clarisse Daniels ‘go-to’ place to relax?
I’ve always been very active; I’m not one to sit still. So, sports, including swimming and windsurfing, were always big in my life.
Now I am a bit older, I wake early, around 6am, and workout for an hour, mainly Pilates. That’s ‘my’ time and I even do it during the busy Cannes week and when I am travelling. When I am working, I always take a lunch break, get away from the desk and stretch my legs, otherwise I tend to hit a wall around 3pm.
Later in the evening I read, escape into a novel. But my real go-to place is walking. My Surrey neighbourhood is ideal, especially at the moment with the autumn colour and leaves. What better way to clear your mind.
Elizabeth Arden will supply each of the remarkable women who takes part in our series with a special gift box which will include:
Elizabeth Arden Advanced Ceramide Capsules Daily Youth Restoring Serum, 60-Piece
Pure. Potent. Precise. Our ceramide serum has triple the power for visibly firmer, smoother, healthy-looking skin.
Elizabeth Arden Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum, 60-Piece
Powered by Double-Lock Hydration, 98% see visibly plumper skin with a more youthful bounce.* Moisture magnet hyaluronic acid and skin-strengthening ceramides work together to visibly plump, firm and hydrate skin.
*Consumer study, 55 women after 4 weeks.
Elizabeth Arden Advanced Ceramide Lift and Firm Day Cream SPF 15, 50ml
Advanced Ceramide Lift and Firm Day Cream SPF 15 is an anti-aging cream with 5x the Ceramide.* Features 3D FIT Technology with Ceramides, Tetrapeptides and Edelweiss Extract** to Firm, Intensely Hydrate and Tighten. 1 week to visibly lifted, firmer and more defined facial contours.*** *Based on reformulation vs. existing Lift and Firm Creams. **From Cell Cultures. ***Based on independent consumer studies of Day & Night Creams; 58 women; 1 week.
Elizabeth Arden Eight Hour® Cream Beauty Must Haves Set
Ready to help you keep you moisturized and protected, these Eight Hour® hydrators are the perfect take-anywhere travel companions.
This Travel Exclusive set includes: Eight Hour® Cream Hand Cream Intensive Hand Treatment, 75 ml (full size). Eight Hour® Cream Skin Protectant, 50ml (full size) Eight Hour® Cream Lip Protectant Stick SPF 15, 3.7g (full size)
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The Moodie Davitt eZine
Issue 341 | XX November 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com