Elizabeth Arden signs Reese Witherspoon

The house of Elizabeth Arden signs Reese Witherspoon, American Oscar-wining actress, as the new brand ambassador and the Storyteller-in-Chief, meaning that she will not only be the face of the brand, but will also help develop and prepare their campaigns. Reese will advertise the brand and tell its stories through various campaigns and marketing moves, heavily focused on digital strategy and engagement.

In their advertising, Elizabeth Arden recently introduce "Liz Arden", a present-day fictional character, as the digital voice of the brand. Witherspoon will now play a direct part in this narrative.

"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," explained Elizabeth Arden Brand President Jue Wong.

At the turn of the 20th century, Florence Nightingale Graham (1878– 1966), who went by the business name of Elizabeth Arden, was a self-made entrepreneur who founding her own company in New York in 1910. Besides being an actress, Reese is also an entrepreneur as the founder of Hello Sunshine and Draper James.

The actress added: "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 honor to carry on her legacy and be part of such an iconic company that is committed to serving women."

The multimedia campaigns featuring Reese Witherspoon and including digital, in-store and social media, are to roll out in May 2017.