Elizabeth Arden has announced Reese Witherspoon as its new storyteller-in-chief. That’s right – not a “face”, an ambassador or even a spokesperson. A storyteller.
“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,” said JuE Wong, president of Elizabeth Arden, in a statement. “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.”
The brand states that Witherspoon will not only appear in campaigns, she will also “shape the brand’s narrative”, with a strong focus on curating digital strategy and engagement. And why shouldn’t she? The Oscar-winner has almost 10 million followers on Instagram, owns a production company called Pacific Standard and launched Hello Sunshine - a venture focusing on telling female-driven stories on film, television and digital platforms - last year. She’s more than just a pretty face, so why should a beauty contract reduce her to one?
“One of the first things that drew me to the brand was its rich heritage and history of supporting women,” Witherspoon said. “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.”
The extent to which Witherspoon’s involvement shapes the output of the brand remains to be seen, but the premise itself is one that modern women may find more engaging than that of the traditional voiceless “face”.
“Reese is truly ahead of the curve when it comes to understanding the lifestyle of her consumer,” continued 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'.”
