Lendlease and Elizabeth Arden accelerate action for International Women’s Day 2025
For thousands of years, makeup has held different meanings for women. In 1912, suffragettes marching down Fifth Avenue in New York wore red lipstick as a statement of defiance and unity. Elizabeth Arden herself handed out lipsticks to women as they passed her iconic Red Door Salon, recognising that beauty was not just about appearance, but about innovation, confidence and self-expression.
Over time, red lipstick's meaning has evolved, influenced by various cultural and social factors. It has been a symbol of power, an act of rebellion and, at times, a point of controversy in the conversation around beauty standards.
Our goal was to reconnect with red lipstick's empowering origins in the women's rights movement, while acknowledging its multifaceted history. We hoped to inspire reflection on how symbols of empowerment can change over time and how we might reclaim their original spirit.
In March, that history came to life across our Lendlease Workplaces. In collaboration with Elizabeth Arden, we honoured the women who paved the way while driving conversations and actions to shape the future. Through a week of activations, giveaways, and discussions, we celebrated progress, sparked new ideas and reinforced the need to keep moving forward.
More than just lip service.
Tenant customers engaged with our Elizabeth Arden newsstand during the activation, collecting exclusive Arden Mail, receiving complimentary lipstick applications or lip-shaped pins at pop-up beauty bars and taking home Elizabeth Arden lipsticks as a modern tribute to the suffragettes.
But this campaign went beyond symbols. It was an opportunity to educate, inspire and activate change. We shared resources on how to be a better ally to women in the workplace and beyond, while also inviting people to take part in a competition that encouraged bold ideas for accelerating gender parity. The campaign encouraged everyone to reflect on the role they can play in creating a more inclusive world.
“Makeup has had a complicated history when it comes to women’s empowerment. It has been used to uphold beauty standards, but it has also been used to break them. Elizabeth Arden understood that. She never saw beauty as a way to conform. She saw it as a way to challenge the status quo. When she handed out red lipstick to suffragettes in 1912, she was arming them with confidence. That is the legacy we are carrying forward today.”
Nica Marcello, Elizabeth Arden’s National Education Manager
Elizabeth Arden built her company at a time when female entrepreneurs were rare and women had limited financial independence. Her success was about more than selling skincare and makeup. It was about proving that women belonged in business and had the right to make their own choices.
“This partnership was a natural fit. From the very start, it was clear that Lendlease shares our vision for empowering women,” says Jennelle Meyer, Elizabeth Arden Senior Brand Manager, “International Women’s Day is more than celebration. It is about action. It’s been incredible to see how engaged the workplace communities have been, not just in embracing the campaign, but in using it as a platform for real conversations.”
Accelerating action towards gender parity
This year’s theme, Accelerate Action, is a reminder that while progress has been made, there is still work to do. Women continue to face pay gaps, barriers to leadership, and an unequal share of responsibilities at home and in the workplace. Achieving gender equality requires more than awareness. It takes sustained effort, accountability, and a commitment to challenging outdated systems.
This campaign was also about looking forward. Competitions encouraged our communities to submit bold ideas for accelerating change, sparking discussions on what businesses, leaders, and individuals can do right now to make a difference. Ideas ranged from equal parental leave policies to tackling bias in hiring and promotions, reflecting a shared determination to drive real progress.
