Elizabeth Arden is continuing to build its digital footprint by expanding its “From the Desk of Liz Arden” campaign, a multi-platform social media promotion which debuted last summer featuring a fictional Liz Arden character. Coinciding with the campaign, several new products have launched. To celebrate, a two-story penthouse in Manhattan was transformed to reflect the brand’s aesthetic, complete with Arden’s signature red color, quotes from its eponymous founder and new products.
“Rather than just launch the product innovations, we brought editors into the lifestyle of the brand by inviting them into Liz Arden’s ‘home’,” explained Kara Langan, Senior VP, Global Marketing.
The space was designed to be a recreation of the modern-day Liz’s penthouse, and offered a glimpse into the life of the social media character, who, up until now, has only been communicating from her desk. The effort signals the brand’s entry into the next phase of its campaign, which is aiming to establish a more personal relationship with fans.
“The campaign will offer an intimate, first-person look into Liz’s home and life, featuring two of her fabulous friends – Louise Roe of The Front Roe and Serena Goh of The Spicy Stiletto,” said Kara.
Sprinkled throughout the venue were tiny, jewel-like shells of the brand’s Advanced Ceramide Capsules Daily Youth Restoring Serum, which relaunched this month. The new formula aims to enhance skin’s barrier repair function, increase moisturization and minimize the appearance of fine lines and wrinkles.
“A luxury game room and living space within Liz’s ‘home’ brought the new Advanced Ceramide Capsules to life, through gilded accents promoting a ‘forever young’ theme,” noted Kara. “While the existing Ceramide Capsules formula worked to help restore essential lipids, the new version delivers triple the anti-aging power to not only help replenish essential lipids, but also to help restore skin’s natural ability to renew and repair itself for a firmer look and overall healthy appearance.”
The launch of the capsules will be supported across print, TV and digital worldwide. In-store, the product will be incorporated into several new Red Door Express Services, including the Tone It Up(town) Facial Massage.
“These treatments will help us to introduce the new capsules to our customers while also reinforcing the rich spa heritage of the Elizabeth Arden brand,” noted Kara.
The brand also recently released its new “Eyes Wide Open Collection” featuring interchangeable eyeshadow trios, a refillable eyeshadow compact, mascara and all-in-one tinted brow gel. A new fragrance, White Tea, featuring notes of sea breeze accord, white tea extract and a trio of tranquility musk, also became available on HSN.com, and will be at Elizabeth Arden counters nationwide and on ElizabethArden.com in April. It was co-developed by perfumers Rodrigo Flores-Roux, Guillaume Flavigny and Caroline Sabas.