Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Arden embarks on 360-degree beauty/fashion plan in Asia
By Luke Barras-hill |
High-profile counter animations are present at select travel retail destinations in Thailand and Japan.
Elizabeth Arden is immersing travelling beauty shoppers in a regional customer engagement campaign in Asia – from ‘bricks to clicks’ and vice versa.
Running until the end of August, the campaign navigates buyers through a shopping journey that blends beauty with travel fashion across online and offline mediums [see below video].
The Revlon-owned firm has collaborated with Korean fashion illustrator Sokidahee and Chinese lifestyle influencer Becky Li to create destination-themed illustrations featuring fashionable beauty shoppers in various key locations including Korea, Japan, Singapore, Malaysia, Thailand, Hong Kong, Taipei, Shanghai, Beijing and Hainan.
Each beauty shopper carries the iconic red Elizabeth Arden shopping bag containing ‘star’ products Prevage Anti-Aging Daily Serum, Advanced Ceramide Capsules Daily Youth Restoring Serum, Visible Whitening Melanin Control Night Capsules, Eight Hour Cream Skin Protectant and White Tea fragrance.
REGIONAL INFLUENCERS
Designs are embossed onto collectible fashion tote bags (left) and exclusive travel retail sets available only at the destinations described.
Customers are encouraged to share these purchases through photos and video sharing on Instagram using the hashtag #TravelWithElizabethArden or Red (Xiao Hong Shu) in China.
The activation is also being endorsed by several important social media influencers in the region.
Stephane Bonnet, Vice President of Global Travel Retail, Elizabeth Arden said: “We wish to engage with our customers in a more lifestyle, personable way while emphasising sense of place.
“Through a fashionable yet casual illustration tote bag, we relate to their fun-loving, travelling lifestyle. They can use the bag in their casual outings and travels, hence the hashtag #TravelWithElizabethArden.”
Yumie Chia, Senior Regional Director, Asia Pacific Travel Retail added: “Beauty is not just about looking good on the skin. It is an entire lifestyle. We wish to connect to our customers not just as their daily skincare or beauty regimen, but also bonding with them in their day-to-day movements as a practical yet stylish carry-all tote bag.”
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