Focusing on its core consumers—active, professional women—Elizabeth Arden is launching a digital and influencer campaign dubbed "From the Desk of Liz Arden." Deployed via social media, ecommerce and digital marketing, the program will focus on the brand's entrepreneurial, inspirational and aspirational facets via behind-the-scenes storytelling.
"Taking inspiration from Ms. Arden's famous quote, the content will encourage women to 'go out and make their mark,'" according to the brand.
"It is also a unique opportunity to communicate our inspirational—and ahead of its time—brand heritage that still resonates with consumers worldwide."
By repositioning Elizabeth Arden's heritage, the brand is hoping to engage today's women with a positive, inspirational message that feels right at home in 2016.
The program includes a video, From The Desk of #LizArden, featuring Chelsea Handler, Iris Apfel, Mia Moretti, Gabi Fresh, Shoshanna Gruss and Karlina Caune.
JuE Wong, president, Elizabeth Arden, stated, "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."