Chesapeake Subsidiary Begins U.S. Phase of Global Retail Makeover for Elizabeth Arden.

Business Editors

RICHMOND, Va.--(BUSINESS WIRE)--Oct. 3, 2000

CPI (Consumer Promotions International), the permanent display subsidiary of Chesapeake Corporation (NYSE:CSK), is introducing a new corporate counter look for cosmetics industry leader Elizabeth Arden. The new environments will premier at two new department stores in October.

One of CPI's new Elizabeth Arden corporate counters will open at a new Burdines in Boca Raton, Florida, on October 6. Another of the new Elizabeth Arden corporate counter looks will open at Macy's in San Juan, Puerto Rico, in mid-October. The new CPI-designed Elizabeth Arden U.S. corporate counter was piloted at the upscale Bon Marche department store in Seattle, Washington, last spring, and according to James A. Cantela, Elizabeth Arden's vice president for In-Store Design Worldwide, the new CPI design has been successful in supporting the cosmetic leader's retail goals.

The new retail concept was created to give Elizabeth Arden retail space a more contemporary feel. The overall design is clean and modern, conveying a youthful image designed to attract a new, younger clientele while still appealing to the company's core customers.

CPI's President Michael DeGennaro said, "Elizabeth Arden chose CPI for its innovative designs for retail environments. What we add to the branding campaign is a dimensional personality that reinforces Elizabeth Arden's new attitude and image."

The Elizabeth Arden retail area has separate individual fixtures designed to promote the company's different product categories. The flexibility of this open design allows the customer to shop in one of two ways, self-service or full service. The open design encourages interaction without the "counter clutter" of traditional caseline systems.

In addition to the three U.S. sites, CPI developed the new look for a number of upscale retail stores in the Asia-Pacific region.

Chesapeake Corporation, headquartered in Richmond, Va., is a global leader in specialty packaging and merchandising services. Chesapeake is the largest North American producer of temporary and permanent point-of-purchase displays, the leading European folding carton, leaflet and label supplier, a leader in plastics packaging for niche markets, and a local leader in specific U.S. markets for customized, corrugated packaging. Chesapeake has over 70 locations in North America, Europe, Africa and Asia. Chesapeake's net sales in 1999 were $1.2 billion. Chesapeake's website is www.cskcorp.com .