Elizabeth Arden has launched its March On campaign.
The campaign, a partnership with storyteller-in-chief Reese Witherspoon, features a limited-edition version of the company’s signature Red Door Red lipstick, in packaging signed by the movie star and women’s rights advocate. The lipstick will be sold globally in department stores and at ElizabethArden.com; 100% of the proceeds will be donated to UN Women.
An ongoing integrated marketing campaign will include public relations, in-story activations, public relations and advertising featuring Witherspoon, along with the lipstick.
The company’s eponymous founder was an early advocate for women’s rights, famously providing red lipsticks to suffragettes marching on Fifth Avenue in 1912; red lipstick, at the time socially unacceptable, become a symbol of the women’s movement.
"Founded by a woman dedicated to helping women, we are inspired by our history to help change the future. March On honors this legacy not only with a philanthropic donation, but also with a campaign that asks women to unite to help each other achieve their full potential," said senior vice president, global marketing Kara Langan. "Whether by creating female-centric support systems or propelling each other in their professional lives, when women stand together they can enact great change in the world."