ELIZABETH ARDEN UNVEILS NATIONAL MULTI-CHANNEL CAMPAIGN, "SMARTERRETINOL™," CREATED BY ADVERTISING AGENCY TERRI & SANDY

NEW YORK, April 15, 2025 /PRNewswire/ -- Elizabeth Arden has launched a national multi-channel campaign titled "SmarterRetinol^TM," created in partnership with agency Terri & Sandy. The innovative campaign highlights Elizabeth Arden's Retinol + HPR Ceramide Capsules Serum through a compelling visual metaphor to showcase the benefits of sealed capsule technology in delivering superior skincare results.

Launching this month, the integrated campaign spans national television, digital media, and social platforms, with TV integrations on shows including "The View" and "The Drew Barrymore Show."

At its core, the campaign conveys a powerful insight: retinol degrades when exposed to light and air, significantly reducing its effectiveness. A decaying apple serves as the creative metaphor to illustrate how traditional retinol products lose freshness and potency over time compared to Elizabeth Arden's sealed capsules, which protect ingredients until the moment of use.

"Our research revealed a critical gap in consumer understanding about retinol stability," said Kelly Solomon, Revlon's Chief Digital Marketing Officer. "Our new campaign educates consumers that light and air degrades the potency of Retinol therefore Elizabeth Arden's Retinol + HPR Ceramide capsules are sealed to keep light and air out so the serum inside is fresh and potent.  By encapsulating the next-gen retinoid HPR for maximum potency, we've created the most effective form of retinol available without a prescription."

Elizabeth Arden's High-Performance Capsule Serums are one of the only skincare lines using sealed capsules to address multiple skincare concerns, from lines and wrinkles to dark spots. The campaign employs a straightforward, educational approach that simplifies complex science and reinforces the capsule collection's unique "Smarter Skincare" positioning.

"Retinol has been around forever, yet few people actually know that its effectiveness degrades the minute it's exposed to air. This campaign aims to change that," said Lauren Rubenstein, Head of Client Services at Terri & Sandy. "We're using a very simple metaphor — a decaying apple — to help consumers make sense of a complicated and often misunderstood category. And their skin will thank us for it."

The full-funnel campaign includes 30- and 15-second TV spots airing on popular networks like Amazon Prime, Bravo, The Food Network and HGTV, six-second social media videos and influencer UGC on Meta and TikTok. Each will be anchored by the "Twist, squeeze & apply" product ritual, highlighting the ease-of-use of the capsules and the tagline #SmarterRetinol.

For more information about Elizabeth Arden's Retinol + HPR Ceramide Capsules, visit elizabetharden.com and follow #SmarterRetinol on social media.

For more information, please contact the Elizabeth Arden U.S. press team:

elizabetharden@factorypr.com 

About Elizabeth Arden

A legendary innovator and a tireless entrepreneur, Miss Elizabeth Arden established the American beauty industry a century ago. Born Florence Nightingale Graham, she traveled from rural Canada to New York City, where she opened the first Red Door salon on Fifth Avenue in 1910.

Elizabeth Arden's fundamental belief was that beauty should not be a veneer of makeup but an intelligent cooperation between science and nature. She lived by her mantra, "To be beautiful is the birthright of every woman."

Miss Arden created skin care products that benefited, not masked, the skin. She not only promoted her concept of total beauty, including diligent skincare, nutrition and fitness, but lived it prudently as she persistently sought to bring a scientific approach to skincare formulations.

Miss Arden was uncompromising in her vision to create the new and best products, packaging and services that women not only needed but desired, whether it was the cult-classic Eight Hour® Cream, her legendary Blue Grass fragrance, or a bold red lipstick to coordinate with the uniforms of the women serving in the armed forces during World War II.

Elizabeth Arden's list of beauty innovations is long. She was the first to introduce eye makeup to the women of America and pioneered the creation of the "makeover." With the launch of Arden Skin Tonic, the company became the first to incorporate its founder's name into a product name. Miss Arden developed the first travel-size beauty products and was the first in the cosmetics business to train and send out a team of traveling demonstrators and saleswomen.

By the 1930s, Miss Arden had opened Red Door salons in the majority of the fashion capitals around the globe, and proudly acknowledged her accomplishments by proclaiming that there were only three American names known in every corner of the globe: Singer Sewing Machines, Coca-Cola and Elizabeth Arden.

Through it all, Miss Arden created both an empire and a new industry. Her entrepreneurial spirit and commitment to innovation, quality and excellence remain the soul of the company today.

For more on Elizabeth Arden, visit: elizabetharden.com

About Terri & Sandy:

Terri & Sandy is an independent advertising agency in NYC that brings clients big agency expertise faster, smarter, and more efficiently. Their clients include Revlon, Freshpet, Yankee Candle, Princess Cruises, Welch's Fruit Snacks and BJ's Wholesale Club, among others. Terri & Sandy is a Fast Company World Changing Ideas winner, has been ranked the #1 Most Effective Independent Agency in the U.S. on the Effie Index, and was named Ad Age's 2025 Independent Agency of the Year.

For more information, visit terrisandy.com

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SOURCE Elizabeth Arden