CHINA. Elizabeth Arden has got off to a ‘roaring’ start to the Lunar New Year of the Tiger, with a 360° activation in the Hainan offshore duty free market.
The tiger-themed activation sees the brand collaborating with a popular fat tiger character, Alexander, by Beijing artist Bu2ma.
The collaboration spans all duty free stores in Hainan, hotel partner Crowne Plaza Sanya Haitang Bay Resort and China’s top travel organiser, Ctrip.
The Hainan-exclusive campaign covers the complete journey of a Hainan traveller. From the start of trip planning, the traveller is exposed to the brand campaign and coupons via Ctrip app advertising and message pop-ups, geographically targeted to achieve higher efficiency and effectiveness.
The campaign jumps to a live format upon the traveller checking into Crowne Plaza Sanya Haitang Bay Resort. A welcoming animation display at the hotel lounge greets the guest and presents a suitably joyous photo opportunity.
The hotel animation, which features Alexander the tiger alongside Elizabeth Arden products, carries a prosperity theme, wishing wealth and great riches to all for the New Year.
Hotel guests are reminded of the Elizabeth Arden promotions at all touchpoints, inclusive of the hotel reception, restaurants and guest rooms. For a limited period, Elizabeth Arden also presents its best-selling Ceramide capsules serum sampling set to all check-in guests at the resort hotel.
Stepping into Hainan Tourism Duty Free Shopping Complex, operated by licence- holder Hainan Tourism Investment Duty Free Co with support from Lagardère Travel Retail, a vibrant Hainan beach themed pop-up greets visitors.
The display is designed to present a memorable photo-taking opportunity for vacationers. Elizabeth Arden’s renowned Prevage and Ceramide capsules serums are presented as the holiday travel must-have.
At Sanya International Duty Free Shopping Complex operated by China Duty Free Group, customers have another photo-taking opportunity at Level 2 Beauty Essential’s window display. The playful merchandising features Alexander the tiger in various fun poses on a tiger ‘cat tower’.
Customers can then easily stroll to the Elizabeth Arden boutique to discover special promotions and collectibles evoking the same theme. Similar promotions are found across all Elizabeth Arden Hainan duty free stores on the island.
“Elizabeth Arden Travel Retail always seeks a unique lifestyle experience for our traveling customers,” said Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia.
“We want to add fun and memorable elements to their shopping experience. Our retail and hotel partners in Hainan have expressed delight on our brand’s collaboration with Alexander the tiger, and have extended us great support.
“Feedback from the customers has also been extremely positive. Many new customers have flocked into our stores to check out our offerings.”
Alexander the fat tiger has become increasingly popular with Chinese customers due to its human-like anthropomorphism. Elizabeth Arden’s timely collaboration with the likeable tiger is in line with China’s Meng culture*, a trend which could no longer be overlooked, the brand company noted.
The connection with customers can be easily established and younger customers are also more easily attracted towards the bran, Elizabeth Arden said.
The Hainan-exclusive activation takes place from now till March on both online and offline channels.
*Specialist China publication Jing Daily, with whom The Moodie Davitt Report has an information-sharing agreement, describes Meng culture as a Chinese preference for cute and cuddly things and a long-term trend among young Chinese consumers. Translated as ‘cute’ in Chinese, Meng (萌) is a pop expression of all things as having an innocent, childlike charm. Click here for full article.
Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
