Elizabeth Arden has rolled out its summer campaign across Asia travel retail, spotlighting an ‘Active Beauty’ lifestyle through a series of activations, including pickleball events in China with Global Premium Duty Free (GDF) in Hainan, a pop-up with China Duty Free Group in Sanya and high-profile promotions in Taiwan.
Designed to connect beauty with wellness, movement and healthy-looking skin, the campaign also features interactive in-store gamification and storytelling.
Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia said: “The Active Beauty Campaign is in direct synergy to our founder’s brand philosophy of embracing total wellness.”
The campaign also honours the brand’s founder, Elizabeth Arden, and her pioneering approach to total wellness. As early as 1910, she incorporated exercise classes into her beauty regimen, reflecting her belief that beauty begins with health, saying: “To achieve beauty, a woman must first achieve health.”
In Hainan, Elizabeth Arden partnered recently with Pickleball Sports Club to co-sponsor a friendly match among club members, with all participants receiving a signature red-and-white Elizabeth Arden-branded pickleball paddle.
The brand’s oversized ‘Active Beauty’ campaign banners adorned the sports hall, extending the campaign’s visibility throughout the event.
Elizabeth Arden skincare samples were also offered to participants throughout the matches.
Featured products included the Ceramide regimen set, showcased at the Elizabeth Arden ‘Active Beauty’ Discovery Cart, bringing together two of the brand’s latest skincare launches – Ceramide Skin Renewing Cleanser and Retinol + HPR Ceramide Rapid Skin-Renewing Eye Cream.
They were paired with two bestselling formulas: Retinol + HPR Ceramide Capsules Rapid Skin-Renewing Serum and Retinol + HPR Ceramide Rapid Skin-Renewing Water Cream.
The pink Ceramide regimen set was also offered as a prize for competition winners.
The activation continued at the Elizabeth Arden counter at GDF Plaza, where participating club members were invited to explore the brand’s product portfolio.
Extending the immersive campaign, the brand also launched a pop-up counter at cdf Sanya International Duty Free Shopping Complex.
Located in the ground floor atrium, the activation featured mini sporting challenges, including a pickleball juggling activity using an Elizabeth Arden-branded paddle.
Participants were rewarded with surprise gifts after completing the challenges and sharing their experiences on social media.
Limited-edition travel exclusive sports duffel bag plus pickleball paddle sets were available during the campaign.
The ‘Active Beauty’ campaign has also rolled out across other airports and downtown duty-free locations in Asia, including Taiwan Taoyuan International Airport stores with EVERRICH Duty Free and Tasa Meng. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, wines & spirits distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
