It is Travel Time with Elizabeth Arden! The beauty brand embraced the China summer holidays with an island-wide “Travel with Arden” campaign in Hainan. This year’s “Travel with Arden” campaign takes on a touch of quirky humour in collaboration with Paris illustrator, Marie Assenat, to create fun, animated graphics
The summer campaign also ties in with the 2nd Hainan International Offshore Duty-free Shopping Festival - perfect time for some merry shopping with Elizabeth Arden!
In collaboration with China Duty Free Group, the Elizabeth Arden holiday themed bus makes its Hainan tour stops at cdf Sanya International Duty Free Shopping Complex, cdf Haikou International Duty Free Shopping Complex, Crowne Plaza Sanya Haitang Bay Resort and popular tourist destination Wuzhizhou Island Wharf.
On board the activity bus, customers will be “touring” New York City at night, “skiing” at the Swiss Alps, “sunbathing” at Hainan beach resort and “dancing” in Amsterdam’s tulip fields. Interactive play buttons in the setup enable customers to learn exclusive beauty tips with Elizabeth Arden products in various scenarios : Nighttime, Wintertime, Summertime and Springtime. Customers can also get to trial Elizabeth Arden iconic travel must-haves at the product walls. After-which, they can proceed to conveniently make an order directly on cdf preorder APP simply by scanning a QR code.
Each scene provides perfect photographic moments for the customers to share on social media
Upon sharing on social media their beautiful moments on board the Elizabeth Arden travel bus, customers will be able to collect a souvenir destination stamp on a similar themed collectible notebook.
Over at cdf Haikou Mova Mall, Elizabeth Arden pops up next in a tram, providing fun interactive moments for customers while offering souvenir magnets as tokens of appreciation.
Limited edition themed sling bag can be collected as gift with purchase at the cdf Haikou Mova Mall tram popup
Customers in Hainan would likely have been pre-enticed by Elizabeth Arden’s attractive offerings via Ctrip platform and Juneyao Air. Elizabeth Arden does a branding takeover on board a flight from Shanghai Hongqiao to Hainan, surprising customers with “Travel with Arden” souvenirs and inflight activities.
In addition to collaboration with China Duty Free Group, Elizabeth Arden also pops up with differentiated “Travel with Arden” airport themes in Hainan Development Holdings’ Global Premium Duty Free (GDF) Plaza and Wangfujing International Duty-Free Harbor City.
Interact with Elizabeth Arden’s travelling “fans” at Wangfujing International Duty-Free Harbor City
Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail commented, “Elizabeth Arden conducts a Travel with Arden campaign almost every year. This year’s campaign aims to bring more fun and laughter to our customers. Duty free shopping should be a happy activity and our creative twist of retailtainment is targeted to bring more smiles and happy memories, thereby enabling customers to forge a closer relationship with our brand.”
The 2023 “Travel with Arden” campaign will be further executed in other regions. Each region will present a differentiating fun element.