Elizabeth Arden launches ‘I am a voter.’ campaign

By Deanna Utroske

- Last updated on GMT

©Getty Images \ (DigtialStorm)
©Getty Images \ (DigtialStorm)

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This month, the Revlon brand announced a partnership with the Los Angeles, California – based non-partisan group to help make ‘voter’ an aspirational and mainstream identity.

Mandana Dayani and Tiffany Bensley founded I am a voter. in 2018; and today the group lists over 70 brands, companies, and non-profits as partners. The group’s mission is “to create a cultural shift around voting and civic engagement by unifying around a central truth: our democracy works best when we all participate.”

I am a voter. does this mostly through partnerships like the one newly announced with Elizabeth Arden to create content, consumer programing, and public awareness. The I am a voter. movement endeavors to leverage the power of content, social media, and influencers to make the voter identity mainstream. (A quick search for #iamavoter on Instagram turns up 10,000 + posts.)

The 2020 Elizabeth Arden and I am a voter. partnership

“We are so thrilled to have fellow advocate and iconic beauty brand, Elizabeth Arden, support the I am a voter. movement leading up to the 2020 election,” ​says Dayani in a media release announcing the partnership.

“Ms. Arden used her voice and her brand to aid a cultural shift she believed in a century ago,” ​she says, “and now they are leveraging their platforms to inform, empower and mobilize citizens to participate in our democracy.”

The Elizabeth Arden campaign began this month and will continue through Election Day here in the US, Tuesday, November 3rd. The beauty brand has set up a page on the Elizabeth Arden site dedicated to the I am a voter. campaign​. And, there will be consumer programing and social media to support the campaign as well as retailer support and “internal corporate endeavors.”

The beauty brand’s campaign makes a connection between the work and activism of Elizabeth Arden the woman—who is said to have handed out lipsticks to other suffragettes marching in New York City in 1912—and this year’s partnership with I am a voter.  

The mission and passion of the past reanimated in the digital age

Kiva Silberfeld, Vice President of Global Integrated Marketing Communications at Elizabeth Arden, explains that Arden herself “was the original #girlboss. She used her voice and business acumen to help further women's rights in the United States.”

“Now, by partnering with I am a voter.,” ​says Silberfeld, “we continue to uphold our creator's legacy by marching together to achieve one goal: change through the power of voting.”​ 

Beyond building an aspirational buzz around the voter identity, the campaign will encourage people to text VOTER to 26797 to connect with the I am a voter. group and learn more about their initiatives. Among other things, the I am a voter. group provides online resources for people to check their voter registration status, find their polling place, and receive local election reminders.



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of the news website CosmeticsDesign.com, she writes daily articles about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

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