Elizabeth Arden is partnering with China Duty Free Group, Sunrise Duty Free, CNSC and Zhuhai Duty Free to activate a 360° China Travel Retail Exclusive campaign.
The campaign aims to link social media and online activations to the airport retail stores to drive footfall and purchase intent.
To bring the campaign to life, Elizabeth Arden has teamed up with one of China’s top fashion and beauty bloggers and globetrotters, Becky (also known as Li Be Ka) to create a video. The clip shows Becky packing her luggage with her selection of Elizabeth Arden travel essentials, which have been included in a China Travel Retail Exclusive set.
The social media campaign started with posts on Becky’s WeChat channel on 23 September 2017, followed with Weibo on 25 September. She is also hosting a hashtag activity on Weibo where she encourages her fans to share their own experience of how Elizabeth Arden has been an essential part of their own travel skincare routine.
Alongside this social activation, and to engage the travelling Chinese consumer, the Becky animation video is also featured on key China travel websites and apps, including Ctrip, Mafengwo and Tuniu. The participating Chinese duty free operators will also announce the campaign to their WeChat fan base.
“As a brand, we need to reach out to the Chinese travellers at every possible touch point”
The China Travel Retail Exclusive set is available at CDFG, Sunrise Duty Free, CNSC and Zhuhai Duty Free for a limited time period from now until 28 February 2018. The limited edition set will also be specially made available for inflight purchase on China Southern Airlines from November 2017 and Air China and Hainan Airlines from January 2018 for a limited time period until 28 February.
Elizabeth Arden Global Head of Travel Retail Stephane Bonnet said: “The Chinese travellers are one of our key customers in travel retail. As a brand, we need to reach out to the Chinese travellers at every possible touch point: from their frequent engagement on WeChat, to the travel websites where they do their research and book their tickets, to the airlines they use, and of course the physical airport stores themselves. We also need to engage with our customers, and hence the hashtag activity that we have developed in collaboration with our chosen influencer.”
Elizabeth Arden Regional Director of Asia Pacific Travel Retail Yumie Chia added: “With regard to our influencer selection – besides her high fan base and popularity, we engaged Becky due to her genuine approach towards the products she writes about. Her highly authentic and ethical approach to always personally trial and test the products before recommending is important. Her personal adoration for our Eight Hour Lip Protectant Stick solidified her as being a genuine influencer to work with. We value her views and worked very closely with her to create the campaign.”
Becky said: “I have always enjoyed using Elizabeth Arden products, especially the Eight Hour range. It is a genuine pleasure to be able to collaborate with a brand that I personally like, and to be able to create a special travel set containing my skincare favourites. I hope more people will benefit from using my favourite products during their travel.”
