American beauty giant Elizabeth Arden has signed Reese Witherspoon as its Storyteller-in-Chief.
In a multi-faceted role, the Academy-Award winning actress and entrepreneur will help to spread the brand’s message through advertising campaigns and marketing programmes, with a strong focus on digital strategy and engagement.
Elizabeth Arden Brand President Jue Wong commented: “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. Reese exemplifies the ideals of our founder and continues to break boundaries every day.”
“As one of the first female entrepreneurs, Elizabeth Arden paved the way for women like me”
Talking about her involvement, Witherspoon explained: “One of the first things that drew me to the brand was its rich heritage and history of supporting women.
“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. 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.”
A recent revamp has seen Elizabeth Arden introduce ‘Liz Arden’, a present-day fictional character, as the digital voice of the brand. Witherspoon will play a direct part in this narrative, explained Wong.
“Her authenticity, which resonates worldwide, combined with her business acumen, digital prowess and social media footprint, provide a unique opportunity to further develop the ‘Liz Arden’ persona, connect with women, and inspire them to ‘go out and make their mark’.”