Elizabeth Arden introduces new digital campaign
Beauty product company Elizabeth Arden unveiled a new multi-platform digital campaign on Thursday, which pays homage to the brand’s founder.
The campaign, entitled "From the Desk of Liz Arden," features a fictional character, Liz Arden, as the brand's new digital voice. Liz will personify the company and bring the spirit of its founder to life all while interacting with fans by offering direct access to her inner circle and business-minded yet cheeky attitude.
For the launch, Elizabeth Arden 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.
"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, in a news statement.
The campaign opened on Thursday with a video of Liz Arden moving into and decorating her new office.
The campaign will launch globally this month with a complete rollout anticipated for early June.
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