ELIZABETH ARDEN TO LAUNCH GO RED FOR WOMEN AD CAMPAIGN
Elizabeth Arden, the global prestige beauty products company, will launch an advertising campaign in early 2008 in support of the World Heart Federation’s international Go Red for Women campaign to prevent and control cardiovascular disease in women.
The eye-catching advertisements will appear in Europe in the International Herald Tribune and the Financial Times and will feature Oscar-winning actress and Elizabeth Arden corporate spokesperson Catherine Zeta-Jones.
Elizabeth Arden is the World Heart Federation’s partner in promoting Go Red for Women. The two signed a formal three-year agreement in September 2006 for activities to begin in January 2007. As part of the agreement, the company agreed to donate proceeds from the sale of special beauty products to national Go Red for Women campaigns in more than 20 countries.
The advertisements will emphasize that cardiovascular disease is the biggest killer of women. Indeed, cardiovascular disease kills 8.6 million women annually, according to the World Health Organization. That’s more than die from HIV/AIDS, all cancers, malaria and tuberculosis combined.
“One of the main reasons that cardiovascular disease kills so many women is the general lack of awareness that women are at risk,” said World Heart Federation Chief Executive Officer Janet Voûte. “The goal of the Elizabeth Arden advertisements is to increase awareness of women’s risk. Empowered with that knowledge, they can then educate themselves about the simple yet effective steps they can take to reduce their risk of a heart attack or stroke, such as by eating healthier foods and being more physically active. The World Heart Federation applauds Elizabeth Arden for its great and exemplary commitment to the cause of women’s health.”
Extending the advertisements’ impact
To extend and reinforce the impact of the advertisements, Go Red for Women materials will be distributed with the sale of Elizabeth Arden products. In addition and starting in May, Elizabeth Arden will launch a new lipstick range – “Intrigue Colour Effects” with a specific “red” version to be launched in September. The red version will raise money to support the international campaign.
Background
The Go Red for Women campaign was created by the American Heart Association in 2004 to empower women with the knowledge and tools to take charge of their heart health. Red was chosen as a bold colour to draw attention to women’s risk. The international campaign started in February 2007 in more than 30 countries.
Learn more about Go Red for Women >
