Elizabeth Arden announced that it has signed Reese Witherspoon as the brand’s newest storyteller-in-chief. In her role, Witherspoon will help shape the Arden brand narrative through advertising campaigns and marketing programs, with a particularly strong focus on Elizabeth Arden’s digital strategy and engagement. “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, Elizabeth Arden Brand. "Reese exemplifies the ideals 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.”
Arden’s entrepreneurial spirit and commitment to innovation remain at the forefront of the brand. The brand recently revamped its digital voice to channel its founder through a present-day fictional character, Liz Arden. The brand has stated that Witherspoon embodies many of Elizabeth Arden’s core values and characteristics, making her a natural fit to continue the Arden narrative as well as to further curate the brand’s digital presence and communications. "One of the first things that drew me to the brand was its rich heritage and history of supporting women," says Witherspoon. "As one of the first female entrepreneurs, Elizabeth Arden paved the way for women like me. It's an honor to carry on her legacy and be part of such an iconic company that is committed to serving women." She adds, "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." Witherspoon will also appear in multimedia campaigns, and her first beauty visual will debut in print and digital this May. Her campaign wil continue to rollout globally throughout 2017.