#United States #New York #Elizabeth Arden #SmarterRetinol #Terri Sandy

Elizabeth Arden's "SmarterRetinol™" Campaign

In a bold move to redefine the skincare industry, Elizabeth Arden has launched an innovative national campaign titled "SmarterRetinol™". This initiative, crafted in partnership with the creative agency Terri & Sandy, aims to highlight the groundbreaking potential of the brand's Retinol + HPR Ceramide Capsules Serum. By addressing the common misconceptions surrounding retinol's efficacy, the campaign seeks to educate consumers on the importance of product stability and freshness.

The campaign's central visual metaphor features a decaying apple, representing how traditional retinol products lose their potency when exposed to light and air. Elizabeth Arden's sealed capsules offer a solution to this issue, ensuring that the powerful ingredients remain effective until the moment of use. Kelly Solomon, Chief Digital Marketing Officer at Revlon, emphasized the campaign's goal of bridging the knowledge gap among consumers regarding retinol stability. "Our research revealed that many consumers are unaware that retinol degrades quickly when exposed to light and air," she explained. "Our sealed capsules keep these vital ingredients intact for maximum results."

The multi-channel approach encompasses national television, digital platforms, and social media outreach. Audiences can expect to see 30- and 15-second advertisements across popular television networks such as Amazon Prime and Bravo, as well as targeted content on social media platforms like Meta and TikTok. Each piece of content will focus on the campaign's core message, which emphasizes an effortless product ritual labeled "Twist, squeeze, apply," showcasing the user-friendly nature of the capsules alongside the campaign's hashtag, #SmarterRetinol.

Lauren Rubenstein, Head of Client Services at Terri & Sandy, articulated the rationale behind the campaign's metaphor. "Retinol is often misunderstood, and our goal is to clarify its complexities," she stated. "By using the imagery of a decaying apple, we strive to make the science behind skincare accessible and understandable for everyone. This knowledge is essential, as it has a direct impact on consumers' skin health."

The campaign also highlights Elizabeth Arden's commitment to innovation in skincare. The Retinol + HPR Ceramide Capsules Serum addresses a variety of skincare concerns, ranging from fine lines and wrinkles to dark spots. This product is distinct in its offering; Elizabeth Arden's approach as a pioneer in the realm of sealed capsule technology places it ahead of the competition, adding a new dimension to the concept of "smart skincare."

Founded by the legendary Elizabeth Arden, a trailblazer in the beauty industry, the brand remains rooted in its founder's philosophy that beauty is an intelligent collaboration between science and nature. Elizabeth Arden's legacy includes introducing groundbreaking beauty innovations, such as the first travel-size products and eye makeup for American women. Today, the spirit of this pioneering vision continues to thrive at the company, influencing how beauty products are developed and marketed.

For consumers eager to explore the benefits of innovative skincare solutions, the "SmarterRetinol™" campaign offers an inviting glimpse into a product that promises to change the way we view and use skincare products. By aligning with a rich history of beauty innovation and modern technology, Elizabeth Arden continues to redefine the standards of skincare excellence.

To find out more about the Retinol + HPR Ceramide Capsules and join the conversation, visit elizabetharden.com and follow the hashtag #SmarterRetinol on social media platforms.