Elizabeth Arden thrills beauty shoppers in key Asian duty-free locations

Elizabeth Arden thrills beauty shoppers in key Asian duty-free locations

Elizabeth Arden blends Beauty with Travel and Fashion in a new 360° customer engagement campaign aimed at travellers. The campaign which runs till end August targets the travelling Beauty Shoppers, attracting them from online to offline, as well as from offline to online, holistically linking the shopping journey and building a new form of relationship with the customers.

The inspiration for the campaign stems from the growing trend of travelling as a form of lifestyle. Beauty Shoppers are constantly on the search for great offers and exclusivities in the places they go to. They love instagrammable moments to share on social media.

Elizabeth Arden collaborates with Korean fashion illustrator, Sokidahee and China top-notch lifestyle influencer, Becky Li to create exclusive destination themed illustrations, featuring the fashionable Beauty Shopper in various key city destinations : Korea, Japan, Singapore, Malaysia, Thailand, Hong Kong, Taipei, Shanghai, Beijing and Hainan. Each Beauty Shopper in the illustrations carries the iconic red Elizabeth Arden shopping bag, containing Elizabeth Arden star products : Prevage® Anti-Aging Daily Serum, Advanced Ceramide Capsules Daily Youth Restoring Serum, Visible Whitening Melanin Control Night Capsules, Eight Hour® Cream Skin Protectant and White Tea fragrance.

The stylish illustrations are made into collectible fashion tote bags and exclusive Travel Retail sets packaging that can only be attained at the specific destinations they depict. This gives Beauty Shoppers the reason to buy and collect at the destinations.

The campaign is featured prominently in both offline and online channels. High profile animations also take place in selected destinations of Thailand and Japan.

Customers are invited and enticed to share their travel moments with the Elizabeth Arden Fashion Tote Bag and their favorite Elizabeth Arden products via photo or short video sharing on Instagram #TravelWithElizabethArden or Red (Xiao Hong Shu) in China. The activation has been further endorsed by several key social media influencers across the region.


Stephane Bonnet, Vice President of Global Travel Retail explains, “We wish to engage with our customers in a more lifestyle, personable way while emphasizing sense of place. Through a fashionable yet casual illustration tote bag, we relate to their fun-loving, travelling lifestyle. They can use the bag in their casual outings and travels, hence the hashtag #TravelWithElizabethArden.”

Yumie Chia, Senior Regional Director of Asia Pacific Travel Retail further adds “Beauty is not just about looking good on the skin. It is an entire lifestyle. We wish to connect to our customers not just as their daily skincare or beauty regimen, but also bonding with them in their day to day movements as a practical yet stylish carry-all tote bag.”

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