January 27 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Elizabeth Arden teams up with Miffy to celebrate the Year of the Rabbit

By GTR Magazine Staff

The special Elizabeth Arden x Miffy activations can be found at various travel retail locations until March 31, 2023

To celebrate the Year of the Rabbit, Elizabeth Arden has collaborated with Miffy, the fictional rabbit character created by Dutch artist Dick Bruna, for a series of activations in multiple Asia-Pacific travel retail locations.

“Miffy has a longstanding 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 in a press release from January 2023. “Both our brands have withstood time and demonstrated strength. We continuously serve to delight our increasing fanbase.”

In China Hainan, an Elizabeth Arden x Miffy pop-up at the Level 1 Atrium of Hainan Tourism Duty Free Shopping Complex will be open to customers until 28 February 2023. The interactive pop-up focuses on Elizabeth Arden’s iconic range of ceramide capsules serum, each targeting a different set of skincare concerns.

Limited-edition Elizabeth Arden x Miffy tote bags and cosmetic pouches

The key highlight of the pop-up is an enchanting capsule house, “encapsulating” a gold wishing tree decorated with Elizabeth Arden capsules. Customers are invited to write their skincare wishes on capsules-shaped cards and to hang them on the wishing tree. Miffy sits within the whimsical garden in the transparent dome, welcoming customers to enter.

Until 31 March 2023, travelers to Sanya International Duty Free Shopping Complex operated by China Duty Free Group will also get a unique photo-taking opportunity at Level 2 Beauty Essential’s window display in which Miffy sits playfully on a swing in a ceramide capsules-themed garden. The Elizabeth Arden boutique on the same floor offers further opportunities for an immersive shopping experience. A holographic dancing Miffy greets customers as they enter, and they can snap pictures with the rabbit at the entrance or at the photo-taking corner within the shop.

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 Changi Airport, Ever Rich Duty Free at Taoyuan International Airport and Neihu Downtown Duty Free Store. Collectible limited-edition Elizabeth Arden X Miffy tote bags and cosmetic pouches will be offered as gifts with purchase.

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