Today in beauty news comes an unexpected but very much-welcomed announcement: Skincare and makeup bigwig Elizabeth Arden has signed actress Reese Witherspoon as its “Storyteller-in-Chief.” What does the role entail? Well, as we’re moving past the age of your traditional run-of-the-mill celebrity brand ambassadorships or endorsements, this Storyteller-in-Chief will, according to the press release, “help shape the brand’s narrative, through its advertising campaigns and marketing programs, with a strong focus on Elizabeth Arden’s digital strategy and engagement.”
It makes a lot of sense, then, that they chose the Academy Award-winning Witherspoon who not only boats an impressive on-screen repertoire (most recently the binge-worthy book-turned-HBO-series Big Little Lies that we can’t get enough of), but is also an entrepreneur and founder of the brand Draper James and has quite the digital presence herself.
No stranger to empowering women, Elizabeth Arden seemed like a fit for Witherspoon too, who stated, “One of the first things that drew me to the brand was its rich heritage and history of supporting women.” She continued, “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.” She goes on to explain that her role will make her more of a “creative partner,” helping the brand produce content (which aligns with her own content production company, Hello Sunshine) and seems to go past what we’ve grown used to with celebrity ambassadorships: not just another pretty face pushing another product, but rather a talented, multi-faceted woman helping grow a brand that she believes in.
In addition to helping shape the future of the brand’s digital presence, Witherspoon will also be fronting the campaign for the Prevage Anti-Aging Daily Serum, which we’re sure is just the beginning of the relationship.