Elizabeth Arden Sets a Brand New Tone with Global Campaign

#LIZARDEN INSTAGRAM IMAGES (VIA @elizabetharden_korea)

Hitting refresh on its social media presence, Elizabeth Arden has launched a global digital campaign, called “From the Desk of Liz Arden.” Although named after the company’s Canadian-born founder, who opened the first Red Door salon on Fifth Avenue in 1910, the online strategy is far more modern than retro.

The campaign features a fictional Liz as the brand’s new digital voice and will set “a more personal and slightly edgier tone,” according to Elizabeth Arden in an official statement. Liz will appear across digital touch-points, including social media (#LizArden), e-commerce, marketing programs and consumer emails, as well as content on the brand’s global website.

“It’s a new day for the brand with a new voice and a new Liz.” —JuE Wong, president of the Elizabeth Arden brand, in the campaign’s official announcement

While Liz will remain a behind-the-scenes presence, the campaign will include a motley crew of celebrities and influencers, all known for their cheeky or quirky personalities and individuality. Released this week, the kick-off video (below) features comedian Chelsea Handler, 94-year-old fashion star Iris Apfel, DJ Mia Moretti, style blogger Gabi Fresh, model/brand ambassador Karlina Caune and Elizabeth Arden’s style director, Shoshanna Gruss.

“From the Desk of Liz Arden” will finish its campaign roll-out worldwide by June.