Elizabeth Arden’s New Twist on Retinol

Elizabeth Arden is taking a bite out of retinol scaries with its new smarter retinol campaign.

The brand’s new multi-channel campaign, “SmarterRetinol,” created in partnership with agency Terri & Sandy, showcases Elizabeth Arden’s Retinol + HPR Ceramide Capsules Serum through the analogy of a rotting apple. It aims to illustrate the benefits of sealed capsule technology in delivering superior skincare results with a simple twist.

“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.”

En-cap-sulating Retinol Stability

The campaign conveys retinol’s degradation when exposed to light and air, significantly reducing its effectiveness. A decaying apple serves as an analogy 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. “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 reportedly among the only skincare lines using sealed capsules to address multiple skincare concerns, from lines and wrinkles to dark spots. The campaign aims to simplify complex science and reinforces the capsule collection’s unique “Smarter Skincare” positioning.

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” in addition to Bravo and The Food Network.

Each will be anchored by the “Twist, Squeeze & Apply” product ritual, highlighting the ease-of-use of the capsules and the tagline #SmarterRetinol.

Watch the campaign here: