Elizabeth Arden  #LizArden

A global 360 launch campaign redefining how the aging brand looked, spoke, behaved, and existed on digital. 

Role: Digital Strategist, Influencer Strategist

digital strategy

The Question: How do you evolve brand perception for a new generation of digital consumers interested in prestige skincare, cosmetics, and fragrances, while still remaining authentic and true to the brand's heritage?

The Answer: "From the Desk of Liz Arden" provides a personalized, behind-the-scenes consumer experience, guiding a new view through the brand’s rich New York history. Through the fictional character of "Liz Arden", a new digital voice personified the Elizabeth Arden brand, the brand brought to life the spirit of its eponymous founder in a modern, fashion-forward way. 

Redefining Content

Establishing the lifestyle of the fictitious Liz Arden allowed for thoughtful and seamless product inclusion throughout all social content shared by the brand. Repositioning the brand meant changing how social content looked and felt, its tone of voice, and even relevant emojis. 💄🗽

The right partners

Casting and highlighting the right partners was paramount to success. @ChelseaHandler, @Iris.Apfel, @MiaMoretti, and @GabiFresh joined the brand's standing team of ambassadors to modernize the brand to the eyes of newer and younger consumers.

Campaign success

The campaign drove success on a global scale, leading to a 74% overall increase in brand conversation on digital. A media campaign with 510 ad units in 13 global markets reached 23 million consumers. After many consecutive quarters of decline, the brand saw 14% quarter over quarter growth. This success continued following the campaign, leading to six consecutive quarters of growth. The main campaign film won two 2017 Glossy Awards for 'Best Use of Social By A Beauty Brand' and 'Best in Show'.