Elizabeth Arden is set to launch a number of travel retail-exclusive products at the upcoming IAADFS Duty Free Show of the Americas (booth 623) to underline its commitment to the channel.

For the first time in decades, the brand has upgraded its popular Ceramide Youth Restoring Face Serum. The new Advanced Ceramide Capsule Daily Youth Restoring Serum is said to provide a youth-restoring boost as well as helping to moisturise, preserve and strengthen skin’s integrity for a firmer look.

The product is offered in a “first-of-its-kind” single dose capsule and will be available exclusively to travellers in the new Advanced Ceramide Capsules Replenish & Restore for Face skincare set. The set will comprise the existing 3 x 30 capsule design but will be enhanced with the new and improved formula and updated packaging, the brand said.

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Shelf stand-out: The brand says the new packaging and products will provide a “clear statement and attractive pull strategy”

The Advanced Ceramide Youth Restoring Serum face capsules will also feature in a 30 Capsule tower and the Advanced Restorative Skincare Solutions three piece skincare set, both exclusive to travel retail.

In autumn 2017, Elizabeth Arden will launch an upgraded Advanced Ceramide Capsules Replenish & Restore for Eyes Trio and Advanced Ceramide Daily Youth Restoring 30 piece Face Serum/ 30 piece Eye Serum duo. The upgraded Advanced Ceramide Daily Youth Restoring Eye Serum will also be introduced then.

Last year, Elizabeth Arden started to reposition its Travel Retail Collection by launching a new look for all sets.

Elizabeth Arden Vice-President International Trade Marketing Mary-Beth Mazzotta commented: “We needed a clear statement and attractive pull strategy to engage travellers in the brand and give them the value offers they are looking for. The travel retail-exclusive set category is the perfect platform to service existing customers and attract new ones, so over the past year we have been very busy transitioning our shelves to the new assortments and packaging.”

Mazzotta added that the introduction of a recognisable travel retail-exclusive insignia and the new packaging design is aimed to help grow brand awareness and affinity amongst global shoppers. “We want travellers to view Elizabeth Arden as ‘the’ skincare brand to buy, as well as recognise our products in the glimpse of an eye.”