Elizabeth Arden is set to unveil a new digital campaign that features a fictional character — Liz Arden —aimed at personifying the brand.
The beauty company tapped comedian Chelsea Handler, fashion icon Iris Apfel, DJ Mia Moretti and style blogger Gabi Gregg, aka Gabi Fresh, as influencers for the campaign, which also features model Karlina Caune and fashion designer and Arden style director, Shoshanna Gruss.
“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,” said JuE Wong, president of the Elizabeth Arden brand.
The new campaign, called From the Desk of Liz Arden, aims to provide a fresh and personalized experience that plays up the brand’s New York heritage. Fictional Arden, who herself will stay behind the scenes, is meant to encapsulate the business-minded and cheeky attitude of the brand’s founder as she provides behind-the-scenes access into the Arden world.
Arden’s planning for Arden (the character) to resonate with consumers by speaking to them directly, using the first person. “Elizabeth Arden started her business as a dedicated advocate for women and as an innovative trailblazer, bringing cutting-edge products and services to market,” Wong said. “Following in her footsteps, we are changing the way women discover and experience our brand in the digital ecosystem. It is also [an] opportunity to communicate our inspiration — 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.”