Inflight Brochure Monitor: China Eastern Air Duty Free – 24/04/08

China Eastern Airlines
Airline: China Eastern Airlines
Title: Duty Free
FREQUENCY: Not Mentioned
PAGINATION: 60 pages (including covers)
CATEGORIES (including advertising):
  • COSMETICS: 30 pages
  • FRAGRANCES: 8 pages
  • LIQUOR: 8 pages
  • TOBACCO: 3 pages
  • Quality of paper: Excellent
    Photo quality: High

    Yes, Online at a>.

    Website preview available?:
    Yes, at a>

    Website sale available:

    Source: ©The Moodie Report

    CHINA. The China Eastern Airlines Duty Free Inflight brochure is a simple, straightforward publication that predictably majors on skincare and colour cosmetics and which provides passengers with highly detailed brand and product information.

    The glossy publication 60-page publication features a red coloured cover bearing attractive Chinese designs. Its pages are dense with product pictures and information in four languages. Chinese consumers like detailed information on products, particularly with regard to cosmetics, and that need is underlined here.

    It’s a basic, no-frills publication which cuts to the chase of selling – but a little more emphasis on the signposting would help. We suggested segmenting the categories better by colour using or the use of a panelled tag line by sector.

    An online version of the publication can be viewed by travellers – and readers of The Moodie Report – at

    Half of the 60-page (including covers) publication is dedicated to cosmetics – skincare and colour cosmetics dominate, while there is a strong jewellery offer as well.

    The big brands are out in force here – Estée Lauder, Bobbi Brown, Clinique, Dior, Chanel (8 pages), Lancôme, Biotherm, Giorgio Armani, Versace, YSL, L’Occitane, Anna Sui and L’Oréal Paris. There’s a welcome emphasis on newness (marked with a bright red logo), though the lack of page numbers makes navigation difficult.

    The back cover features an advertisement for Rémy Martin XO Excellence.

    Click to view: PDF version of the CE-Air Inflight Publication

    Watches are featured from Emporio Armani, Fossil, Pierre Cardin and Folli Follie (a brand currently prospering in China). Swarovski features some of its striking jewellery collection and the offer is supported by items from Toscow, Pica Léla and Sun.

    Goldkenn and Toblerone are the only chocolates sold onboard, while Johnnie Walker Blue Label makes its debut in the liquor section (US$128 for a 75vl), complemented by Black Label (US$30); Inniskillin IceWine (US$47 for a 200ml); Rémy Martin XO Excellence and VSOP; Absolut vodka; Ballantine’s 30yo (US$265), 21yo and 17yo respectively; Royal Salute 21yo (US$88) and Chivas Regal 12yo (US$29).

    In cigarettes, the attractive Dunhill 100th year edition is featured (US$20 for the nine-pack, 180-stick presentation), supported by Marlboro Regular and Lights (US$14 for 200); Mild Seven Lights (US$13); Esse; 555 (US$16) and Davidoff Exquisitos.

    The publication is notable for a 10-page bound-in insert featuring a range of additional items, ranging from a French wine tasting pack to Hennessy XO (US$93 for 700ml) and Chinese silk embroidery.

    The inside back cover is dedicated to “˜how to purchase’, giving after sales service details and credit card details and limits, as well as the website link.

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