The #LizArden movement provides a personalised, behind-the-scenes social experience showcasing the brand’s rich New York heritage.
Elizabeth Arden has unveiled an online push which pays homage to the entrepreneurial and inspirational voice of the brand’s eponymous founder. Themed From the Desk of Liz Arden, the #LizArden initiative provides a personalised experience which showcases the brand’s rich and storied New York heritage.
Through the fictional character #LizArden, the marque’s new digital voice personifies the company and spirit of its founder in a modern, fashion-forward way. She will offer an insider perspective, giving fans direct access to her inner circle and business-minded yet cheeky attitude—set against the Big Apple backdrop.
While behind the scenes, the world is seen through her eyes, alongside a more personal and slightly edgier tone. Bringing the brand’s core values to life, #LizArden speaks directly with consumers in the first person to strongly resonate each one and their active lifestyles.
To signal the virtual makeover, the platform opens with a video of #LizArden moving into and decorating her new office. She taps a few of her like-minded friends to help reinvent the space with a blend of vintage items and new décor, with each leaving a small token for her to discover.
The push utilises a carefully curated influencer to represent individuality and celebrate women who carve their own paths. For the launch, the marque partnered with comedian, Chelsea Handler; fashion icon, Iris Apfel; DJ Mia Moretti; and style blogger, Gabi Fresh.
It also features supermodel and Elizabeth Arden brand ambassador, Karlina Caune, as well as fashion designer and in-house Style Director, Shoshanna Gruss. Debuting globally in May, it will see a complete roll-out by June, while supported with paid media and ongoing influencer partnerships.
“We are changing how women discover our brand in the digital ecosystem. It is an opportunity to communicate our inspirational heritage which resonates with consumers worldwide, while showcasing that it’s a new day for the brand with a new voice and new Liz,” JuE Wong, President of Elizabeth Arden.
Through social media, the new voice will become a relevant resource of aspiration and information for the fashion giant’s core demographic—active, professional women. She will also be featured across the all other digital touch points, including eCommerce and digital marketing programmes.
She will lend her voice to consumer emails and provide content via the company global websites, sharing not only her expertise but also that of her influential friends. Fans can follow the campaign via Facebook, Instagram, and Twitter using the aforementioned hashtag.