CHINA. Beauty and fragrance house Elizabeth Arden has partnered with China Duty Free Group (CDFG), Hainan Development Holdings and Wangfujing Duty Free for the ‘Travel With Arden’ takeover in Hainan.
The ‘Travel with Arden’ takeover was launched to coincide with the second Hainan International Offshore Duty Free Shopping Festival taking place this summer.
It is currently running at the cdf Sanya International Duty Free Shopping Complex, cdf Haikou International Duty Free Shopping Complex, Crowne Plaza Sanya Haitang Bay Resort, GDF Plaza, Wangfujing International Duty-Free Harbour City and popular tourist attraction Wuzhizhou Island Wharf.
Elizabeth Arden collaborated with Parisian illustrator Marie Assenat to create the playful animated graphics that feature throughout the campaign.
At the cdf Sanya International Duty Free Shopping Complex, the vibrant Elizabeth Arden bus offers a variety of photo opportunities for travellers. Inside, shoppers can ‘tour’ New York City at night, ‘ski’ in the Swiss Alps, ‘sunbathe’ on a Hainan beach or go ‘dancing’ in Amsterdam’s tulip fields. After visiting each destination, they can collect souvenir destination stamps and place them in a bus-themed collectible notebook.
Travellers also interact with buttons to receive exclusive beauty tips from Elizabeth Arden which shows how to use different products for varying climates and scenarios.
Elizabeth Arden’s best-selling products are featured prominently throughout the bus and can be purchased via pre-order on the cdf app by simply scanning a QR code.
At the cdf Haikou International Duty Free Shopping Complex, the ‘Travel With Arden’ campaign takes the form of a tram. The tram offers plenty of fun, interactive photo moments for travellers, complimentary souvenir magnets and limited-edition sling bags as gifts with purchase.
Elizabeth Arden is also running airport-themed Travel With Arden pop-ups at the Hainan Development Holdings-owned Global Premium Duty Free (GDF) Plaza in Haikou and Wangfujing International Duty-Free Harbour City in Wanning.
Elizabeth Arden has partnered with online travel platform Ctrip and Juneyao Air to promote the campaign before travellers arrive to Hainan.
The Elizabeth Arden branding takeover is available onboard Juneyao Air flights from Shanghai Hongqiao Airport to Hainan and surprises travellers with souvenirs and interactive inflight activities.
The Travel with Arden campaign will pop-up in other key regions in Asia Pacific travel retail throughout the rest of the year.
Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia commented: “Elizabeth Arden conducts a Travel with Arden campaign almost every year. This year’s campaign aims to bring more fun and laughter to our customers.
“Duty free shopping should be a happy activity and our creative twist of retailtainment is designed to bring more smiles and happy memories, thereby enabling customers to forge a closer relationship with our brand.” ✈
