The first promotional image for Elizabeth Arden's new #LizArden digital campaign.
The beauty business loves nothing better than a makeover and Elizabeth Arden is the latest brand to makeover its digital image releasing a new multi-platform campaign that celebrates its history and New York roots. The campaign is called “From the Desk of Liz Arden” and follows the fictional character Liz Arden who is a homage to the brand's eponymous founder and her profoundly influential and inspirational voice. The brand is one of beauty's oldest that is still going today and Elizabeth Arden first become known for her Red Door salon on New York's Fifth Avenue which was founded in 1910. She was an incredibly successful entrepreneur, developing innovative cosmetics, makeup and opening salons globally while building the business into the internationally recognised brand it is today.
The character of Liz will offer insider brand perspectives in a first person style 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 tone and brand experience. “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.”
The campaign also features a unique group of women including comedian Chelsea Handler, fashion icon Iris Apfel, DJ Mia Moretti, style blogger Gabi Fresh, model and fashion designer and Elizabeth Arden Style Director Shoshanna Gruss and model and Elizabeth Arden brand ambassador Karlina Caune. The women help bring the new digital vision to life in a series of videos and images on Elizabeth Arden's social media and website launching the new campaign. Keep an eye on Elizabeth Arden's channels and #LizArden to check out the campaign.
Images supplied.
