ICED Media has unveiled Reese Witherspoon’s first activation in her role as Storyteller in Chief for Elizabeth Arden.

The social video campaign comprises two video spots, which feature Witherspoon narrating the story of the beauty brand’s eponymous founder.

“In creating this campaign, ICED Media believed that our founder’s story, one of a powerful and crusading woman, would resonate with a new generation of beauty-interested customers. The strength of their strategy was identifying parallels between Ms Witherspoon, an entrepreneur, change agent, and champion of women, and Elizabeth Arden; and then providing a platform in which Witherspoon can bring this historically rich narrative to life in a modern way as the brand’s Storyteller-in-Chief,” said Kara Langan, Senior Vice President of Marketing at Elizabeth Arden.