The 1st Elizabeth Arden Beauty News Booth has landed in Singapore Changi Airport.
The mobile booth was on exhibition at the front of The Shilla Duty Free Central Store at Terminal 1 Departure Transit zone from 7th February to 27th February 2025, thereafter, moving to its current position at the front of The Shilla Duty Free Central Store at Terminal 3 Departure Transit zone from 28th February to 20th March 2025. The first of its kind beauty news booth was a collaboration between Elizabeth Arden brand with Changi Airport Group and The Shilla Duty Free Singapore.
Chan Sok Ling, COO, Shilla Travel Retail Pte Ltd shared, “The Elizabeth Arden Beauty News Booth serves as a brightly colored attraction point to attract the passengers to come forward to experience. The vibrant concept is what we look out for in proactive experiential retailing, an important critical factor to improve shop penetration.”
Elizabeth Arden Beauty News Booth at Changi Airport T1
The Changi 1st Elizabeth Arden Beauty News Booth is a continuation of the annual Travel with Arden campaign, brought to travellers with a fresh twist each year. This year, Elizabeth Arden pays tribute to the brand founder, Ms Elizabeth Arden, to publicize the inspirational story behind the founding of the brand.
It was a story of rags to riches. Despite being born into a humble farming family, Ms Arden was never confined to conventions and traditions, and was not afraid to step out of her comfort zone to go after her dreams of building her own cosmetics and beauty business. Perseverance, grit and talent brought about the very first Elizabeth Arden Red Door Salon in 1910. She made revolutionary progress to the development of beauty during her times, expanding the business from 1 store to an empire. Ms Arden once quoted, “Success is not just about making money; it is about making a difference to people’s lives.”
“Elizabeth Arden has an extremely inspirational brand story. We aim to spread our rich heritage story while providing retailtainment to our customers, hence the concept of a mobile beauty news booth,” shared Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail division.
As part of the Changi 1st activation, a new White Tea Eau Lilac fragrance is the first to launch at The Shilla Duty Free in Changi Airport, ahead of Singapore domestics and other Asia Pacific duty free outlets. Inspired by calming purple florals, the fragrance captures the essence of serenity and renewal.
Elizabeth Arden White Tea Eau Lilac is a Changi 1st launch, a new addition to Elizabeth Arden’s soothing range of White Tea scents.
Also brought to Asia Pacific exclusively at Singapore Changi Airport for a limited time only is a Ceramide Capsules Serum Travel Trial Kit launched at an introductory price offer to entice travellers to pick it up on-the-go, the perfect way to experience Elizabeth Arden’s iconic travel-easy capsules serum.
A perfect way to trial 3 of Elizabeth Arden’s iconic capsules serum in a travel sampling kit.
Chan Sok Ling, COO of Shilla Travel Retail Pte Ltd, shared further, “We are extremely delighted in the Changi 1st exclusivities offered. They are very suitable for our travellers and is Elizabeth Arden’s way of keeping the brand relevant for travellers of today.”
Travellers can get useful travel beauty tips at the mobile beauty news booth, while sampling the different recommended product ranges from White Tea Fragrances, Capsules Serum, Prevage® antioxidants to Eight Hour® range. Exclusive sets are made available with a limited edition collectible amenity case and scarf.
Check out travel beauty tips and get collectible gifts with purchase.
Travellers are also invited to get their free pictures taken with the exclusive Magic Mirror service available at the booth, to appear as the “Person of the Year” featured on a “magazine front cover”. This draws a synergy to Ms Elizabeth Arden’s feature on Fortune Magazine as a successful businesswoman in 1938, then gracing the cover of Time magazine in 1946, followed by an induction into the US Business Hall of Fame In 1977.
Check out the Changi 1st Elizabeth Arden Beauty News Booth at Terminal 3. https://vimeo.com/1066490103
Following its first appearance in Changi Airport since February, the Elizabeth Arden “Travel with Arden 2025” campaign is making its appearance as well in Taoyuan International Airport with Tasameng Duty Free this March, before making its rounds around other regions.
Elizabeth Arden “Travel with Arden” campaign on display at Taiwan Taoyuan International Airport
