ASIA PACIFIC. American beauty brand Elizabeth Arden is celebrating the Lunar New Year with a vibrant Elizabeth Arden x Miffy takeover in Asia Pacific travel retail. The campaign is running at various locations in Asia, including a colourful pop-up at the Hainan Tourism Duty Free Shopping Complex (HTDF).
As revealed by The Moodie Davitt Report on this website and our popular WeChat platform, the animation is located in HTDF’s Level 1 atrium. It was launched in partnership with Hainan Tourism Duty Free Investment Co. and Lagardère Travel Retail and will run until 28 February. The pastel coloured pop-up highlights Elizabeth Arden’s popular Ceramide capsules serum collection.
Miffy is a fictional character created by Dutch artist Dick Bruna and was chosen to represent the Chinese zodiac rabbit.
The line offers five expressions, each one targeting different skin concerns. These are the Advanced Light Ceramide Capsules; Advanced Ceramide Capsules; Retinol Ceramide Capsules; Hyaluronic Acid Ceramide Capsules and Vitamin C Ceramide Capsules.
Each biodegradable capsule offers a precise dosage of nourishing, strengthening and plumping ingredients via a potent, waterless formula.
A gold wishing tree — housed in a clear snow globe structure — is a key feature of the pop-up. The tree is decorated with Elizabeth Arden Capsules and stands in the middle of a Ceramide Capsule-themed garden.
Miffy sits in the middle of the garden, inviting travellers to write their skincare and Lunar New Year wishes on capsule-shaped cards and hang them on the tree.
At the pop-up, travellers can learn more about the Ceramide Capsules via an interactive digital e-book. Activated through motion sensors, the e-book highlights the skincare benefits of Ceramide, outlines the different types of Ceramide Capsules and their respective benefits and offers usage tips.
To commemorate their visit, travellers can take selfies at the Elizabeth Arden x Miffy photo zone, which features giant cut-outs of the capsules and is set against a backdrop of Miffy’s skincare diary.
High impact in Haitang Bay
Until 31 March, Elizabeth Arden is taking over the window display at the Beauty Essential store in Level 2 of China Duty Free Group’s Sanya International Duty Free Shopping Complex. Miffy is the star of the playful display and sits on a swing in the Ceramide Capsule garden.
A holographic Miffy also features in the standalone Elizabeth Arden boutique on the same floor. Shoppers can take pictures with Miffy at the entrance or at the photo corner inside the shop.
They can learn more about Elizabeth Arden’s Ceramide capsules via an interactive e-book which offers the latest information on the products and promotions available in-store.
At both locations, Elizabeth Arden is offering a limited-edition Miffy tote bag and cosmetics pouch as free gifts with purchase.
The Elizabeth Arden x Miffy collaboration doesn’t stop there. The campaign is also running at selected counters across Asia Pacific travel retail. These includes activations at Singapore Changi Airport with The Shilla Duty Free and with Ever Rich Duty Free at Taiwan Taoyuan International Airport and the Neihu downtown store in Taipei. ✈
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