The beauty brand will carry the strapline "My day begins at 5.01" during a three-month promotion, which aims to own the late afternoon space online.
An Elizabeth Arden clock on the Daily Mail home page counts down the hours from 9am to 5pm, leading up to a homepage takeover on the site, which runs from 5pm to midnight each day. Banners, skyscrapers, half-page ads and other formats will drive users to a campaign microsite.
This aims to offer intelligent content and competitions targeting a modern, outgoing woman and includes guides to bars, restaurants and clubs across 11 UK cities. Other content includes flirt tips, how to hold the ultimate girl's night out and safety guides.
The campaign supports press, radio and outdoor advertising. Manning Gottlieb OMD brokered the deal with Associated New Media the digital publishing division of Associated Newspapers.
Martin Corke, commercial director of Associated New Media, said: "In July, the Mail online had more than 2m unique users, which gives Elizabeth Arden a huge target audience."
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