SPAIN. American beauty house Elizabeth Arden has teamed up with Dufry to launch the ‘Travel With Arden’ activation in Alicante Airport. The pop-up is running from September until the end of November.
The high-profile activation, located in Dufry’s main duty free area, is the brand’s first pop-up in EMEA travel retail since the pandemic. It follows the successful run of the Travel With Arden takeover in Hainan this summer which ran in partnership with China Duty Free Group.
The 12 sq m Alicante pop-up showcases Elizabeth Arden’s bestsellers and travel retail-exclusive offerings. It is designed to build awareness for the brand among both new and existing customers, with a major focus on sampling.
The circular pop-up is designed in a vibrant blue and red colour scheme with travel theming. Famous landmarks, accessorised with red suitcases and gold luggage trollies, are represented through colourful motifs throughout the space.
A Ferris Wheel-inspired rotating merchandise display is a standout element and offers a selection of the brand’s bestselling mini expressions. The display highlights the travel-friendly nature of the Elizabeth Arden portfolio.
Elsewhere, a ‘pick and mix’-style display highlights three different Elizabeth Arden Ceramide Capsules.
A selection of exclusive gifts with purchase are available at the store. Travellers who buy any two full-sized Elizabeth Arden products can choose either a pill box containing 15 Ceramide Capsules of their choice or a Travel With Arden cosmetics pouch complete with two product samples.
Red by Dufry loyalty programme members are entitled to both gifts with a qualifying purchase. Non-members can receive both GWPs by signing up for the Red by Dufry scheme on-site.
Traditional in-store displays, digital advertisements, paid and organic social media activities, Reserve & Collect services and promotion on the Red by Dufry website all come together to promote the campaign.
A ‘spin to win’ slot-machine game is available on the Dufry website, inviting Red by Dufry members to play for a chance to win the Elizabeth Arden Ceramide Capsule Travel pill box. Winners are chosen daily, while other players are given consolation prizes of Ceramide capsules. All prizes can be collected at the pop-up.
Elizabeth Arden Marketing Director European Travel Retail Céline Moittié commented: “Each passenger who visits the activation is invited to select a free Ceramide Capsule. They can choose from the Hyaluronic Acid, Daily Youth Restoring Serum, or Line Erasing Night Serum Retinol Ceramide Capsules.
“Our approachable Beauty Advisors are on hand to make suitable recommendations and educate passengers about all the different Ceramide Capsule benefits.
“This high-profile promotion further demonstrates our renewed commitment to the travel retail channel, and we are thrilled to collaborate with Dufry to create such a fun, far-reaching event,” added Moittié.
“Our travel-friendly portfolio includes accessibly priced options with an RRSP of under €20 (US$21.40), so we are confident that we can appeal to all types of passengers, and not just fans of our premium skincare products.”
She concluded: “Our comprehensive Ceramide sampling initiative is designed to elevate our value proposition and ensure that Elizabeth Arden is always top-of-mind with passengers. Going forward, this is something that we will incorporate into all future airport activations, so that our Ceramide capsules become synonymous with the travel experience.” ✈
