Elizabeth Arden partners with The Royal British Legion for 70th anniversary

Last weekend marked the 70^th anniversary of Victory in Europe (VE) Day on 8^th May. Events across the country were held to celebrate allied forces’ victory over Nazi Germany in 1945. In London, a concert featuring music of the era and readings of poignant correspondence took place in Horseguards’ Parade.

In support of The Royal British Legion, the UK’s foremost armed forces charity, Elizabeth Arden ran a fundraising campaign between 10^th April and 10^th May, donating £5 from every Beautiful Colour Moisturising Lipstick sold. A corporate partner of the charity, Elizabeth Arden shares its wartime history.

As well as raising money through sales of the popular lipstick, counters nationwide have been offering 1940s makeovers, replicating classic styles, with the red lipstick originally known as Montezuma Red which was brought out by Elizabeth Arden in 1944 as central to the wartime look. Women were incredibly limited in the cosmetic resources available due to rationing and high taxes on luxury items; yet “beauty as duty” was a key tool in maintaining morale and a sense of patriotism.

Elizabeth Arden’s Brand Manager Charity Finnigan said: “We are very proud to support The Royal British Legion and commemorate the 70^th anniversary of Victory in Europe Day. Elizabeth Arden has supported women in the armed forces for generations.

During the Second World War, Elizabeth recognised the need for women to hold on to the normalcy of their beauty regime; even creating a red lipstick for female marines to wear as part of their American standard issue uniform. The red lipstick was designed to empower woman to go out and make their mark in a time of need.”

Emma Pugh
Photos: Courtesy of Elizabeth Arden