Elizabeth Arden and Dufry land ‘Travel with Arden’ activation at Alicante

By Kristiane Sherry |

Travel with Arden is Elizabeth Arden's first major European airport activation since the pandemic.

Elizabeth Arden is running its first major European airport activation since the pandemic.

Elizabeth Arden has teamed up with Dufry for a three-month ‘Travel with Arden’ activity at Alicante Airport, the beauty brand’s first such activation in the EMEA region since the Covid-19 pandemic.

Running from September to November 2023, the campaign is located within the airport’s main duty free area. 

Spanning 12sqm, Travel with Arden was designed to showcase the brand’s bestsellers and travel retail exclusives.

Additional objectives include building brand awareness and recruiting new consumers across all passenger demographics. 

The circular, travel-themed activity has a major sampling focus and follows a collaboration with China Duty Free Group in Hainan earlier this year.

Featuring a blue and white colour scheme with pops of Arden’s signature red hue, the campaign features graphics of international landmarks accessories with suitcases and luggage trolleys.

A ferris wheel-themed rotating merchandiser displays minis while highlighting the travel-friendly nature of the portfolio. 

Meanwhile a pick-and-mix display offers three different types of Arden’s Ceramide Capsules, each pre-measured, portable, and sized for hand luggage. 

Travel With Arden also offers passengers a range of exclusive gifts-with-purchase. Those who buy two full-size Elizabeth Arden products can choose either a pill box with 15 Ceramide Capsules of their choice, or a cosmetics pouch with two deluxe samples. 

Red by Dufry loyalty scheme members can claim both GWPs with a qualifying purchase.

Those not signed up to the scheme can do so at the Arden activation and benefit from the offer.

To encourage participation and boost visibility, Travel With Arden is being supported by a 360-degree campaign. 

Marketing spans various Dufry online and offline channels, including in-store traditional and digital displays, paid and organic social activity, and ads on the retailer’s website and loyalty platform. 

A key digital touchpoint is the ‘spin to win’ slot machine game on Dufry’s website. Red by Dufry members can play for the opportunity to win the Elizabeth Arden Ceramide Capsule Travel pill box.

Three winners are announced each day, with everyone else receiving a free capsule as a ‘consolation’ prize to be collected at the airport. 

Travel with Arden: A ‘renewed commitment’ to GTR

A ferris wheel concept showcases the brand's Capsules

A ferris wheel concept showcases the brand’s travel miniatures

“Each passenger who visits the activation is invited to select a free Ceramide Capsule,” said Céline Moittié, Elizabeth Arden Marketing Director EUTR. 

“They can choose from the Hyaluronic Acid, Daily Youth Restoring Serum, or Line Erasing Night Serum Retinol Ceramide Capsules. 

“Our approachable BAs are on hand to make suitable recommendations, and educate passengers about all the different Ceramide Capsule benefits.”

On the marketing activity, Moittié added: “This HPP 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.

“Our travel-friendly portfolio includes accessibly-priced options with an RRSP of under €20, 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.”

Elizabeth Arden is set to exhibit at the upcoming TFWA World Exhibition in Cannes as it embraces a new direction following its exit from Chapter 11.


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