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Elizabeth Arden is bringing together skincare, wellness and movement with its new Active Beauty campaign across Asia travel retail, featuring sporting events, interactive in-store experiences and travel-exclusive products.

Running throughout the spring/summer season, the campaign is designed to reinforce the beauty brand’s longstanding association with wellness and healthy living. Activations range from sponsored pickleball competitions to gamification and product discovery experiences at duty-free locations across the region.

According to Elizabeth Arden, the campaign draws on the philosophy of the company’s founder, who incorporated exercise classes into her approach to beauty and wellness as far back as 1910. “The Active Beauty Campaign is in direct synergy to our founder’s brand philosophy of embracing total wellness,” said Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail.

One of the campaign’s key activations was created in collaboration with Global Premium Duty Free (GDF) and Pickleball Sports Club, with Elizabeth Arden co-sponsoring a friendly pickleball competition for members. Participants played with red and white Elizabeth Arden-branded pickleball bats, while Active Beauty campaign branding was installed throughout the sports venue. During breaks between matches, players were also introduced to the brand’s skincare portfolio and given opportunities to trial products at an Active Beauty Discovery Cart.

A featured Ceramide regimen brought together two of Elizabeth Arden’s latest launches – Ceramide Skin Renewing Cleanser and Retinol + HPR Ceramide Rapid Skin-Renewing Eye Cream – with the bestselling Retinol + HPR Ceramide Capsules Rapid Skin-Renewing Serum and Retinol + HPR Ceramide Rapid Skin-Renewing Water Cream.

Winners received the recommended pink Ceramide regimen set, while following the competition, participating GDF members were invited to visit the Elizabeth Arden counter at GDF Plaza to shop the brand’s wider product assortment.

Elizabeth Arden co-sponsoring a friendly pickleball competition as part of the campaign.

The Active Beauty concept has also been brought to CDF Sanya International Duty-Free Shopping Complex, where Elizabeth Arden installed a pop-up counter in the ground-floor atrium. Here, shoppers could take part in mini sporting challenges, including pickleball juggling, with rewards available to successful participants who shared their experiences on social media.

Travel-exclusive collectibles have also been incorporated into the campaign as a conversion driver. A sports duffel bag and pickleball bat set were offered for a limited period to complement the Active Beauty theme.

Travel-exclusive collectibles have also been incorporated into the campaign.

The campaign has been extended to other airport and downtown duty-free locations across Asia, including stores at Taiwan Taoyuan International Airport.

Through the regional programme, Elizabeth Arden aims to connect product discovery with active living while using experiential elements to engage travellers beyond a traditional beauty counter.