Reese Witherspoon, the Time’s Up leader and face of Elisabeth Arden recently opened up to Marie Claire editor in chief Anne Fulenwider on what she’s doing to create greater equality for women in the workplace, her exciting upcoming projects with the likes of Zendaya and Jennifer Aniston, how she tackles fear, and more. With 23 projects coming up in 2018, the multi-hyphenate actress, activist, designer, and producer is just getting started.
Marie Claire USA and 12 international editions covered the Reese Witherspoon interview and in select markets, the feature was supported by an Elizabeth Arden advertising campaign and native content.
We have focused in two market case studies, to highlight how Marie Claire amplified awareness, engagement, and sales for Elizabeth Arden.
MARIE CLAIRE AUSTRALIA / ELIZABETH ARDEN CASE STUDY
In Australia Elizabeth Arden partnered with Marie Claire to spread the ‘March On’ message. The Marie Claire April issue release coincided with International Women’s Day on March 8. True to Marie Claire Australia’s core, they featured an 8 page pictorial reportage on ‘Women Who Have Stood Up to The Establishment’ as well as including a life story on Elizabeth Arden.
The tireless work of suffragettes worldwide reached fever pitch in the early 1900s. Elizabeth Arden and famously marched past her Red Door Salon on 5th Avenue with her fellow suffragettes in 1912, all wearing red lipstick as a symbol of solidarity and strength.
On International Women’s Day 2018 (March 8th), Elizabeth Arden launched it’s March On campaign, an ode to the brand’s history of empowering women and a pledge to continue it’s support. Championed by Reese Witherspoon, who is a fierce advocate for the Time’s Up and Me Too movements in Hollywood, the March On campaign included a limited edition red lipstick, with all proceeds donated to UN Women.
Editor Nicky Briger, called out the March On lipstick on the Editors letter as well as featuring an image of the entire Marie Claire team (Editorial, Marketing and Advertising) wearing the lipstick as a show of support to the campaign. This was complemented by brand ads and advertorials. Digitally, the campaign included digital content featuring a Australian influencer Anna Heinrich as an ambassador of the campaign and an International Women’s Day aligned digital editorial newsletter with click through to purchase to promote the limited edition Elisabeth Arden lipstick.
MARIE CLAIRE TAIWAN / ELIZABETH ARDEN CASE STUDY
March on! Marie Claire Taiwan invited all women to speak up for themselves and others
To amplify the Reese Witherspoon interview, Marie Claire Taiwan partnered with Elizabeth Arden and invited women to express themselves and freely speak up. Marie Claire Taiwan created a 360 campaign that was amplified across Marie Claire magazine, online, social and event. The unique campaign showcased how international brand Elizabeth Arden really cares about women’s empowerment.
Marie Claire Taiwan invited three inspirational celebrities to express their voices and speak up for themselves and also for all women (with a confident red lips). Content was featured online, in print and on Facebook to spread the word with the hashtag #Voice for yourself #MarchOn
To increase awareness, Marie Claire Taiwan then used the strength of social media strong to invite all women to have a “Voice for yourself”. Using Facebook Frames, all women were able upload their red-lip look photos and offered the chance to win an Elizabeth Arden gift