Elizabeth Arden x Miffy Lunar New Year retailtainment wows in Asia Pacific

By Faye Bartle |

Elizabeth Arden x Miffy for Lunar New Year 2023.

The Elizabeth Arden x Miffy Capsule Wishing House for Lunar New Year 2023.

Elizabeth Arden is celebrating the Lunar New Year with retailtainment featuring the much-loved character Miffy in a variety of top travel retail locations across Asia Pacific.

The fictional rabbit character, created by Dutch artist Dick Bruna, is the star of the beauty brand’s Year of the Rabbit campaign in the region.

In Hainan, an Elizabeth Arden x Miffy themed pop-up at the Level 1 Atrium of Hainan Tourism Duty Free (HTDF) Shopping Complex is greeting customers until 28 February 2023.

The interactive pop-up focuses on Elizabeth Arden’s popular range of Ceramide serum capsules, each targeting a different set of skincare concerns.

The range comprises five variations: the newly launched skin strengthening Advanced Light Ceramide Capsules strengthen; nourishing Advanced Ceramide Capsules; Retinol Ceramide Capsules, for helping to smooth lines and wrinkles; Hyaluronic Acid Ceramide Capsules for a plumping effect; and the brightening Vitamin C Ceramide Capsules.

Elizabeth Arden x Miffy for Lunar New Year 2023.

Left: A shopper engages with the interactive digital e-book. Right: Hanging wishes on the wishing tree. 

Each biodegradable capsule contains a precise dosage of serum.

At the HTDF pop-up, shoppers can learn more about the Ceramide Capsules courtesy of an interactive digital e-book powered by a motion sensor.

They can also snap a photo against a ‘skincare diary’ backdrop.

The highlight of the pop-up, however, is the capsule house – a whimsical garden in a transparent dome featuring Miffy and a golden wishing tree decorated with Elizabeth Arden capsules.

Elizabeth Arden x Miffy for Lunar New Year 2023.

A sweeping view of the Hainan Tourism Duty Free (HTDF) Shopping Complex pop-up.

Consumers are invited to write their skincare wishes or resolutions on capsule-shaped cards and hang them on the wishing tree.

“Miffy has a long-standing history since its first picture book in 1955, just like Elizabeth Arden’s rich heritage,” said Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail.

“Both our brands have withstood time and demonstrated strength. We continuously serve to delight our increasing fanbase.”

Elizabeth Arden x Miffy for Lunar New Year 2023.

A close-up view of the visual displays. 

“We are delighted to work together with Elizabeth Arden on this beautiful promotion,” added Mercis bv, which manages the licensing copyright of Miffy.

“Elizabeth Arden and Miffy are two well known brands with a long heritage. We hope these beautiful designs will put a smile on everybody’s face.”

Over at Sanya International Duty Free Shopping Complex, travellers can take part in a photo opportunity at Level 2 Beauty Essential’s window display, at which Miffy sits on a swing in a Ceramide Capsules themed garden.

The display will be active until 31 March 2023.

Elizabeth Arden x Miffy for Lunar New Year 2023.

Limited edition Elizabeth Arden x Miffy collaboration tote bags and cosmetic pouches are being offered as GWPs.

The Elizabeth Arden boutique on the same floor has been transformed into an immersive shopping experience featuring a holographic dancing Miffy that greets customers as they enter.

The boutique also features the interactive e-book, alongside a range of beauty products and promotions.

Especially for the occasion, Elizabeth Arden is offering collectible, limited edition Miffy collaboration tote bags and cosmetic pouches as gifts with purchase (GWPs).

Similar Miffy themed activations can be found at Elizabeth Arden counters across selected Asia Pacific travel retail locations, including (but not limited to) The Shilla Duty Free at Singapore’s Changi Airport, Ever Rich Duty Free at Taiwan Taoyuan International Airport and Neihu Downtown Duty Free Store in Taipei.

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