Elizabeth Arden has launched a national multi-channel campaign titled “SmarterRetinol” to highlight Elizabeth Arden’s Retinol + HPR Ceramide Capsules Serum.

The campaign shares how retinol degrades when exposed to light and air, significantly reducing its effectiveness. 

A decaying apple serves as the creative metaphor 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.

Kelly Solomon, Revlon’s Chief Digital Marketing Officer, said,

“Our new campaign educates consumers that light and air degrades the potency of Retinol therefore Elizabeth Arden’s Retinol + HPR Ceramide capsules are sealed to keep light and air out so the serum inside is fresh and potent.”

Elizabeth Arden’s High-Performance Capsule Serums are one of the only skincare lines using sealed capsules to address multiple skincare concerns, from lines and wrinkles to dark spots. 

The integrated campaign spans national television, digital media, and social platforms, with TV integrations on shows including “The View” and “The Drew Barrymore Show.”

The campaign employs a straightforward, educational approach that simplifies complex science and reinforces the capsule collection’s unique “Smarter Skincare” positioning.

Created in partnership with agency Terri & Sandy, the campaign offers a compelling visual metaphor to showcase the benefits of sealed capsule technology in delivering superior skincare results.