Academy Award winning actress Reese Witherspoon has joined forces with Elizabeth Arden as the beauty company’s Storyteller-in-Chief.
In this role, Witherspoon will help to shape the brand’s narrative, through its advertising campaigns and marketing programs, with a strong focus on Elizabeth Arden’s digital strategy and engagement.
Elizabeth Arden recently revamped its digital voice to channel its trailblazing founder through the eyes of “Liz Arden,” a present-day fictional character, who provides a first person lens into the brand today. Witherspoon, who embodies many of Arden’s values and characteristics, is seen by the company as a natural fit to continue this narrative and curate the brand’s digital presence and communications.
“One of the first things that drew me to the brand was its rich heritage and history of supporting women,” said Witherspoon. “As one of the first female entrepreneurs, Elizabeth Arden paved the way for women like me. It’s an honor to carry on her legacy and be part of such an iconic company that is committed to serving women.”
Witherspoon added, “I’m excited to work as a creative partner alongside the Elizabeth Arden team, producing content that celebrates the spirit of the brand, highlighting female-centric stories that illustrate women’s true life experiences, which unite us all.”
“Reese is truly ahead of the curve when it comes to understanding the lifestyle of her consumer,” said JuE Wong, President, Elizabeth Arden Brand. “Her authenticity, which resonates worldwide, combined with her business acumen, digital prowess and social media footprint, provide a unique opportunity to further develop the ‘Liz Arden’ persona, connect with women, and inspire them to ‘go out and make their mark.'”
Witherspoon will appear in multimedia campaigns across all media types including digital, in-store and social media. Her first beauty visual will debut both in print and digital in May, with her campaign continuing to rollout globally throughout 2017.