Elizabeth Arden has stepping up the expansion of their digital footprint, with the unveiling of a new multi-platform digital campaign that pays homage to the entrepreneurial and inspirational voice of the brand’s eponymous founder. The campaign, entitled “From the Desk of Liz Arden,” provides a fresh, personalised, behind-the-scenes consumer experience, while showcasing the brand’s rich and storied New York-centric heritage.
The brand's new digital voice is a fictional character, Liz Arden, who will personify the company and bring the spirit of its founder to life in a modern, fashion-forward way. Liz will offer insider brand perspective while giving fans direct access to her inner circle and business-minded yet cheeky attitude, all set against the backdrop of New York City. While Liz will remain behind the scenes, the world is seen through her eyes and the new voice will provide a more personal and slightly edgier tone. Speaking in the first person, Liz will connect directly with consumers, to strongly resonate with them and their active lifestyles all while bringing the brand’s core values to life.
“Elizabeth Arden started her business as a dedicated advocate for women and as an innovative trailblazer, bringing cutting-edge products and services to market. Following in her footsteps, we are changing the way women discover and experience our brand in the digital ecosystem,” explains JuE Wong, President, Elizabeth Arden Brand. “It is also a unique opportunity to communicate our inspirational—and ahead of its time—brand heritage that still resonates with consumers worldwide, while also showcasing that it’s a new day for the brand with a new voice and a new Liz.”
Through social media, Liz Arden will become a relevant resource of aspiration and information for the brand’s core demographic—active, professional women. Taking inspiration from Ms. Arden’s famous quote, the content will encourage women to “go out and make their mark” as she did by pioneering the beauty industry over a hundred years ago. Liz will also be featured across the all other digital touch points, including eCommerce and digital marketing programs. She’ll lend her voice to consumer emails and provide content and advice on the brand’s global websites, sharing not only her expertise but also that of her influential friends.
The campaign utilised a carefully curated influencer set to represent individuality and celebrate women who carve their own paths. For the launch, Elizabeth Arden partnered with comedian Chelsea Handler, fashion icon Iris Apfel, DJ Mia Moretti and style blogger Gabi Fresh. The campaign also features supermodel and Elizabeth Arden Brand Ambassador, Karlina Caune, and fashion designer and Elizabeth Arden Style Director, Shoshanna Gruss.
“Elizabeth Arden refused to conform to society’s expectations or perceived limitations of women,” says Wong. “It was important for us to create a campaign that showcases the impact ambitious women can make on the world and inspires other women to do the same. We are excited to partner with these trailblazing women, who are leading by example, and look forward to introducing you to additional inspiring women throughout the campaign.”
The campaign will launch globally this month with a complete rollout by early June. It will be supported with extensive new content, paid media, and ongoing influencer partnerships. Follow the campaign on Facebook, Instagram and Twitter using @ElizabethArdenau and #LizArden.