In this tole, Reese will be wearing many hats in shaping the brand’s narrative through advertising campaigns and marketing programs with a strong focus on Elizabeth Arden’s digital strategy and engagement. In researching visionary women throughout history, Reese learned of the life and achievements of Elizabeth Arden’s founder, who revolutionized the beauty industry at the turn of the 20th century as a self-made entrepreneur.
Founding her company in New York, 1910, a time before women were even allowed to vote, Elizabeth Arden has a legacy of breaking boundaries. Reese, an entrepreneur in her own right founded Hello Sunshine, her content production company, and Draper James – a Southern lifestyle and fashion brand, was inspired to strike a partnership with a like-minded company.
“We are thrilled to be working with Reese. Reese exemplifies the ideals of our founder and continues to break boundaries every day. Like Elizabeth Arden before her, Reese does not accept the standard, she sets it, making her the perfect person to represent the brand and engage with our consumers globally.” said JuE Wong, President of the Elizabeth Arden Brand.
“One of the first things that drew me to the brand was its rich heritage and history of supporting women,” shared Reese 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.”
To bring Elizabeth Arden’s spirit to the forefront, the brand 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.
Reese, who embodies many of Elizabeth Arden’s values and characteristics, is a natural fit to continue this narrative and curate the brand’s digital presence and communications. “Reese is truly ahead of the curve when it comes to understanding the lifestyle of her consumer,” continued JuE Wong.
Together, Reese and the brand will leverage their respective platforms to share untold stories behind both of the women’s revolutionary careers, and hope to encourage a new generation to continue to open doors for those who come behind them.
Reese will also 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 rolling out continuously throughout the year.
For more on Elizabeth Arden and BTS content of Reese’s campaigns, access here or follow @ElizabethArden and #ArdenxReese on Facebook, Instagram, Twitter and YouTube.