05.23.16
Elizabeth Arden has debuted a new multi-platform digital campaign - “From the Desk of Liz Arden,” designed to pay homage to the brand’s founder. Watch the launch video, here.
Through a fictional character, Liz Arden, the brand’s new digital voice is meant to deliver a fresh, personalized, behind-the-scenes consumer experience, the brand says, while showcasing its rich and storied New York-centric heritage.
“Liz” will offer insider brand perspective, while “giving fans direct access to her inner circle and business-minded yet cheeky attitude,” according to the brand’s press release.
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 @ElizabethArden and #LizArden.
JuE Wong, President, Elizabeth Arden Brand, said, "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.
Wong continues, ”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."
Chelsea Handler & More
Elizabeth Arden also 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.
Wong added, "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 opens with a video of Liz Arden moving into and decorating her new office - and she taps a few of her likeminded friends to help reinvent the space with a blend of vintage items and new décor, with each leaving a small token for Liz to discover.
Through a fictional character, Liz Arden, the brand’s new digital voice is meant to deliver a fresh, personalized, behind-the-scenes consumer experience, the brand says, while showcasing its rich and storied New York-centric heritage.
“Liz” will offer insider brand perspective, while “giving fans direct access to her inner circle and business-minded yet cheeky attitude,” according to the brand’s press release.
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 @ElizabethArden and #LizArden.
JuE Wong, President, Elizabeth Arden Brand, said, "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.
Wong continues, ”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."
Chelsea Handler & More
Elizabeth Arden also 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.
Wong added, "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 opens with a video of Liz Arden moving into and decorating her new office - and she taps a few of her likeminded friends to help reinvent the space with a blend of vintage items and new décor, with each leaving a small token for Liz to discover.
