Elizabeth Arden announced that it has signed entrepreneur and critically acclaimed, Academy Award winning actress Reese Witherspoon as the brand’s Storyteller-in- Chief. In this multi-faceted role, Reese 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.
In researching visionary women throughout history, Reese learned of the life and achievements of Elizabeth Arden’s eponymous founder, who revolutionised the beauty industry at the turn of the 20th century as a self-made entrepreneur. Founding her company in New York in 1910, before women could even vote, Elizabeth Arden has a legacy of breaking boundaries. Reese, an entrepreneur in her own right as founder of Hello Sunshine, her content production company, and the Southern lifestyle and fashion brand, Draper James, was inspired to forge a partnership with such a like-minded company.
“We are thrilled to be working with Reese. In addition to her accomplishments as an actress, she is a successful entrepreneur—heading her own production, fashion and digital companies,” said JuE Wong, President, Elizabeth Arden Brand. “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.”
“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 honour to carry on her legacy and be part of such an iconic company that is committed to serving women.” Reese 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.”
Elizabeth Arden’s entrepreneurial spirit and commitment to innovation remain at the heart of the company to this day. To bring her 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.
Together, Reese and the brand will leverage their respective platforms to share untold stories behind both women’s boundary-breaking 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.
For additional information on Elizabeth Arden and to view behind-the-scenes content in the coming months from Reese’s campaigns, visit www.elizabetharden.com.au and follow @ElizabethArdenAU on Facebook, Instagram, Twitter, and YouTube.