Elizabeth Arden Digital Brand Repositioning

Following the success of the Liz Arden launch campaign, the brand further invested in projects to develop its digital brand repositioning.

Role: Digital Strategist, Influencer Strategist

A Day in the life of liz arden

The first follow-up campaign saw Liz Arden brainstorming with fellow girl bosses Iris Apfel, Serena Goh, and Louise Roe on the design of a mood board that continued to define the brand's digital ethos and identity while setting the stage for a major brand ambassador announcement.

Storyteller-In-Chief

The brand announced actress and entrepreneur Reese Witherspoon as its new brand ambassador, positioning her as the Storyteller-In-Chief. Reese embodies the spirit of the brand and is an empowering and uplifting source of inspiration for those around her and the Elizabeth Arden consumer. 

Storyteller-in-chief Heritage Series

To kick off Reese's role as Storyteller-In-Chief, she told tell the story of the brand's eponymous founder -- a story which was seldom covered by the brand until this point. Through a series of videos, Reese touched on the various aspects that comprised Elizabeth Arden herself, seamlessly bridging the gap between the founder and the new ambassador.