A merry “hop” into the Lunar New Year of the Rabbit, Elizabeth Arden collaborates with Miffy, the loveable fictional rabbit character created by Dutch artist Dick Bruna, to create fun retailtainment in multiple Asia Pacific regions.
In China Hainan, an Elizabeth Arden X Miffy themed pop up at the Level 1 Atrium of Hainan Tourism Duty Free Shopping Complex (operated by license holder Hainan Tourism Investment Duty Free Co with the co-support partnership of Lagardère Travel Retail) greets customers from now till 28 February 2023.
The popup at HTDF has been popular with both adults and children alike.
The interactive popup focuses on Elizabeth Arden’s iconic range of Ceramide capsules serum, each targeting a different set of skincare concerns. The range now comprises of 5 variations – the latest newly launched Advanced Light Ceramide capsules strengthen; Advanced Ceramide Capsules nourish; Retinol Ceramide Capsules smooth lines and wrinkles; Hyaluronic Acid Ceramide Capsules plump skin; and Vitamin C Ceramide Capsules brighten skin. Each biodegradable capsule comes in a precise dosage with a waterless formula which is pure and potent.
An interactive digital e-book powered by motion sensor enables customers to learn all about Ceramide capsules – the importance of Ceramide to our skin; types of Ceramide capsules and their respective benefits; usage tips etc. This is followed by a photo taking section with Miffy and Elizabeth Arden Ceramide capsules, against the backdrop of a skincare diary.
The key highlight of the popup is an enchanting capsule house, “encapsulating” a gold wishing tree decorated with Elizabeth Arden capsules. Customers are invited to write their skincare wishes on capsules-shaped cards and to hang them on the wishing tree. Miffy sits within the whimsical garden in the transparent dome, welcoming customers to enter. Customers embraced the opportunity to make their new year wishes and 2023 skincare resolutions, while capturing on camera the golden moments of putting up their wishes.
The Elizabeth Arden Capsule Wishing House
Write your 2023 skincare wishes on a capsule-shaped card and hang it on the wishing tree.
For a limited time till 31 March 2023, travellers to Sanya International Duty Free Shopping Complex operated by China Duty Free Group have yet another memorable photo-taking opportunity at Level 2 Beauty Essential’s window display in which Miffy sits playfully on a swing in a Ceramide capsules themed garden.
Elizabeth Arden window display at “Beauty Essential” store of CDFG’s Sanya International Duty Free Shopping Complex.
The Elizabeth Arden boutique on the same floor provides further joyous discoveries for an immersive shopping experience. A holographic dancing Miffy greets customers as they enter. Snap pictures with Miffy at the entrance as well as the photo-taking corner within the shop; read about Elizabeth Arden Ceramide capsules in the interactive e-book; discover about the beauty products and promotions being offered.
Elizabeth Arden brand boutique on Level 2 of Sanya International Duty Free Shopping Complex
Shop with Miffy in the Elizabeth Arden brand boutique.
In celebration of the Lunar Year of Rabbit, Elizabeth Arden is offering a collectible limited edition Miffy collaboration tote bag and cosmetic pouch as gifts with purchase. Similar Miffy themed activations can be found at Elizabeth Arden counters across selected Asia Pacific travel retail locations, including but not limited to The Shilla Duty Free at Singapore Changi Airport, Ever Rich Duty Free at Taoyuan International Airport and Neihu Downtown Duty Free Store.
Mini popups at various Ever Rich Duty Free stores
On why Elizabeth Arden has chosen to collaborate with Miffy, Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail commented, “Miffy has a longstanding history since its first picture book in 1955, just like Elizabeth Arden’s rich heritage. Both our brands have withstood time and demonstrated strength. We continuously serve to delight our increasing fanbase.” In a similar response, a spokesperson from Mercis bv, who manages the licensing copyright of Miffy, says, “We are delighted to work together with Elizabeth Arden on this beautiful promotion. Elizabeth Arden and Miffy are 2 well known brands with a long heritage. We hope these beautiful designs will put a smile on everybody’s face.”