Elizabeth Arden has partnered with Dufry to create a major ‘Travel With Arden’ activation in Alicante Airport. The three-month event is running from September until the end of November 2023.
The high-profile outpost installation, located within the main duty free area, is the brand’s first such promotional event in the EMEA region since the COVID pandemic. It follows on from the highly successful ‘Travel With Arden’ takeover, created in collaboration with China Duty Free Group, which took place in Hainan earlier this summer.
The Alicante activation, which covers 12sq m, has been designed to showcase Arden’s best-sellers and travel retail exclusives, and build awareness of the brand among both new and existing consumers, across all passenger demographics. It also incorporates a major focus on sampling.
The circular, travel-themed installation features an eye-catching blue and white colour scheme, accented with Arden’s signature shade of red. Striking graphics of famous international landmarks are accessorised with scarlet suitcases and gold-coloured luggage trolleys.
A fun, Ferris Wheel-style rotating merchandiser displays a selection of Arden’s best-selling minis, and highlights the travel-friendly nature of the brand’s portfolio. A separate ‘pick and mix’-style display showcases three different types of Arden’s iconic Ceramide Capsules, which are pre-measured, portable and suitable for carrying in hand luggage.
“Each passenger who visits the activation is invited to select a free Ceramide Capsule,” explained Céline Moittié, Elizabeth Arden Marketing Director EUTR. “They can choose from the Hyaluronic Acid, Daily Youth Restoring Serum, or Line Erasing Night Serum Retinol Ceramide Capsules. Our approachable BAs are on hand to make suitable recommendations, and educate passengers about all the different Ceramide Capsule benefits.”
The Alicante ‘Travel With Arden’ event also offers a selection of exclusive GWPs. Passengers who purchase two full-size Elizabeth Arden products can pick either a pill box compact containing 15 Ceramide Capsules of their choice, or a Travel With Arden cosmetics pouch containing two deluxe product samples.
Members of the Red By Dufry loyalty scheme are entitled to both GWPs (on completion of a qualifying purchase). Non-members keen to receive both GWPs are invited to sign up for the scheme at the Arden activation site counter.
To further enhance visibility and encourage participation, the Alicante ‘Travel With Arden’ activation is being supported by an integrated 360° campaign across various Dufry online and offline channels and divisions, including in-store digital and traditional displays, paid and organic social media, the retailer’s Reserve & Collect website, and the Red by Dufry loyalty programme communications.
One of the key digital touchpoints is an online ‘spin to win’ slot machine-style game on the Dufry website, which invites Red by Dufry members to play for a chance to win the Elizabeth Arden Ceramide Capsule Travel pill box. There are three lucky winners each day, with “consolation” prizes of a free Ceramide Capsule for everyone else, to be collected at the activation counter.
“This HPP further demonstrates our renewed commitment to the travel retail channel, and we are thrilled to collaborate with Dufry to create such a fun, far-reaching event,” noted Céline.
“Our travel-friendly portfolio includes accessibly-priced options with an RRSP of under €20, so we are confident that we can appeal to all types of passengers, and not just fans of our premium skincare products.”
She concluded: “Our comprehensive Ceramide sampling initiative is designed to elevate our value proposition, and ensure that Elizabeth Arden is always top-of-mind with passengers. Going forward, this is something that we will incorporate into all future airport activations, so that our Ceramide capsules become synonymous with the travel experience.”
