The award-winning actress and entrepreneur’s latest role is more than just a new face
By The Weekly | June 6, 2017
In its attempt to strengthen digital presence and engagement, Elizabeth Arden recently unveiled the critically acclaimed Reese Witherspoon as the brand’s Storyteller-In-Chief. More than just a new face for the renowned beauty brand, Reese is entrusted to tell the brand’s story through its digital advertising campaigns and marketing programs.
The late Elizabeth Arden had a legacy of breaking boundaries, having founded her eponymous brand in New York in 1910, before women could even vote – an act that revolutionized the beauty industry at the turn of the 20th century. 41-year-old Reese, an entrepreneur in her own right as founder of Hello Sunshine, her content production company, and Draper James, the Southern lifestyle and fashion brand, was inspired to build a partnership with such a likeminded 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,” says JuE Wong, president of Elizabeth Arden. She adds,” Reese exemplifies the ideas 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 supporting women,” shares 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 further 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.”
NEW VOICE OF ELIZABETH ARDEN
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 perspective into the brand today. To continue this narrative and curate the brand’s digital presence and communications, Reese, who embodies many of Elizabeth Arden’s values and characteristics, is a natural fit.
Plus, she will appear in multimedia campaigns across all media types, including print glossies, digital and in-store. Reese will also most likely be sharing messages of beauty and empowerment via the brand’s social media.
On top of the two Oscars on her mantelpiece, Reese was also named one of People magazine’s Most Beautiful Women last year. Here are some of our favourite Reese looks on the red carpet:
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