Arden prioritises history, heritage and travel retail as Cannes draws near

By Trbusiness Editor |

Elizabeth Arden Retinol + HPR Ceramide Capsules

Arden’s new Retinol + HPR single-dose Ceramide Capsules will be previewed at the TFWA show.

The TFWA World Exhibition in Cannes will be a key focus for Elizabeth Arden this year, as the company embraces a new business chapter following its exit from Chapter 11.

The group will present its Revlon offer via a new stand (U1) in the Ambassadeurs Village, while its flagship Arden portfolio will be showcased at the Villa d’Estelle, located close to the Palais des Festivals.

“This year we will be present in Cannes with double the space we had in 2022,” confirmed Elizabeth Arden Marketing Director EUTR Céline Moittié. “This underlines our commitment to – and aspirations for – the global travel retail channel.”

Embracing a new business era

The Elizabeth Arden brand will preview several novelties during the show, including a new Retinol + HPR single-dose Ceramide Capsule; a new addition to its iconic Eight Hour skincare collection; and a new White Tea Eau Florale extension to its women’s fragrance portfolio.

The company’s Villa setting has been designed to showcase Arden’s rich history and heritage, and will highlight how the group plans to build on both, in order to deliver its new vision for the future.

The Villa space features meeting areas, a picturesque terrace, and the signature Arden Red Door – perfect for photo opportunities. A dedicated Travel With Arden corner will show off the group’s travel retail exclusives and new, impactful “from takeoff to touchdown” travel campaign concept.

Elizabeth Arden Retinol + HPR Ceramide Capsules

The group will showcase a selection of novelties from its flagship Arden marque in Cannes, alongside innovations from its Revlon brand.

The Villa will also display a special mural that re-imagines the famous ‘Jimson Weed’ flower painting created by US artist Georgia O’Keeffe, which was commissioned in 1936 by brand founder Elizabeth Arden herself, to decorate the exercise room of her famous New York Fifth Avenue salon.

Arden paid US$10,000 for the artwork – which at the time was a landmark woman-to-woman transaction fee.

“Elizabeth Arden was a true trailblazer, and our new pipeline of product innovation will continue that pioneering tradition,” Moittié explained.

“The travel retail channel has been identified as a key priority for the brand, and we look forward to sharing our exciting launch and promotion plans with our business partners in Cannes, and to exploring new opportunities for international expansion.”

READ MORE: Elizabeth Arden invites shoppers to ‘Travel with Arden’ in Hainan

READ MORE: Elizabeth Arden unveils Ceramide TREX; affirms GTR ambitions


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