ELIZABETH ARDEN UNVEILS NATIONAL MULTI-CHANNEL CAMPAIGN, “SMARTERRETINOLTM,” CREATED BY ADVERTISING AGENCY TERRI & SANDY

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.

Source: Terri & Sandy

  Advertising, Campaign, Elizabeth Arden, Marketing, Revlon, Skincare, Terri & Sandy