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.”
“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 of the brand remains to be seen, but the title itself is one that modern women may find more engaging than that of the traditional voiceless “face”.