Elizabeth Arden has plans to continue to bring the spirit of its founder, Elizabeth Arden, to life. The brand recently revamped its digital voice to channel its trailblazing founder through the eyes of 'Liz Arden', a present-day fictional character, who provides a first person lens into the brand today. Witherspoon will continue this narrative and curate the brand's digital presence and communications.
"We are thrilled to be working with Reese. In addition to her accomplishments as an actress, she is a successful entrepreneur—heading her own production, fashion and digital companies," said JuE Wong, President, Elizabeth Arden Brand. "Reese exemplifies the ideals of our founder and continues to break boundaries every day. Like Elizabeth Arden before her, Reese does not accept the standard, she sets it, making her the perfect person to represent the brand and engage with our consumers globally."
Witherspoon says, "As one of the first female entrepreneurs, Elizabeth Arden paved the way for women like me. It's an honor to carry on her legacy and be part of such an iconic company that is committed to serving women."
Witherspoon's first beauty visual will debut both in print and digital ads in May, with her campaign continuing to rollout globally throughout 2017.