I remember reading a book about Elizabeth Arden and Helena Rubinstein, who hated each other. It was called War Paint. Both hated even more Charles Revlon (I know that is not his proper surname, but it was very like that), who started out selling just nail polish and they both called him the nail polish man.
Elizabeth Arden is now referred to as an old lady brand. Some skin care is still rated by people, even mentioned on Caroline Hiron's Facebook. The capsules are really liked, not the 24 hour balm pushed on QVC. I never see anyone at the EA counter buying.