Elizabeth Arden is giving itself a digital makeover this month and introducing an important new hire to the company: Liz Arden.
Liz Arden is a fictional character who will personify the beauty brand's voice, and one of her first orders of business was putting together a girl squad of fashion influencers, including plus-size style blogger Gabifresh.
The multi-platform "From the Desk of Liz Arden" digital campaign will provide a fresh, behind-the-scenes look into Elizabeth Arden in an effort to change the way women discover and engage the brand.
That's where Gabifresh, whose real name is Gabi Gregg, comes in.
The blogger has changed the way people think about full-figured women and their relationship to fashion. And she's amassed a following of over 350K on Instagram doing it. Her accomplishments align with the beauty company and its founder's core beliefs in individuality and women who carve their own paths.
Gabi can be seen in the campaign's quirky opening video having fun in Liz Arden's new office, which she already shared on her Instagram.
Think you can introduce us, Gabi?!
The campaign will launch globally this month with a complete rollout by early June.
Checkout the promo video below!
WANT MORE FROM ESSENCE? Subscribe to our daily newsletter for the latest in hair, beauty, style and celebrity news.