US cosmetics giant Elizabeth Arden has unveiled an extensive new digital campaign that provides an inside-look at the company via a fictional character Liz Arden.
The campaign called ‘From the Desk of Liz Arden’, will provide behind-the-scenes insights into the brand and its history including its New York heritage. Liz will speak in the first person and will have a personal and edgy tone.
The campaign was launched with the help of comedian Chelsea Handler, fashion icon Iris Apfel, DJ Mia Moretti and fashion blogger Gabi Fresh. Arden’s Brand Ambassador Karlina Caune and Style Director Shoshanna Gruss were also central to the launch.
The campaign will be rolled out by this month and will include extensive content, paid media and ongoing influencer partnerships.
JuE Wong, President, Elizabeth Arden Brand, siad: “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.”
She added: “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.”