July 28 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Elizabeth Arden invites shoppers to hop on Travel Bus in Hainan for summer campaign

By Hibah Noor

The Elizabeth Arden Travel Bus

Beauty brand Elizabeth Arden has launched an island-wide “Travel with Arden” campaign in Hainan. This year’s summer campaign takes on a touch of quirky humor in collaboration with Paris illustrator Marie Assenat, and also ties in with the 2nd Hainan International Offshore Duty Free Shopping Festival.

In collaboration with China Duty Free Group (CDFG), the Elizabeth Arden holiday themed bus makes its Hainan tour stops at cdf Sanya International Duty Free Shopping Complex, cdf Haikou International Duty Free Shopping Complex, Crowne Plaza Sanya Haitang Bay Resort and popular tourist destination Wuzhizhou Island Wharf. Additionally, the brand will also pop up with differentiated “Travel with Arden” airport themes in Hainan Development Holdings’ Global Premium Duty Free (GDF) Plaza and Wangfujing International Duty Free Harbor City.

On board the activity bus, customers will be “touring” New York City at night, “skiing” on the Swiss Alps, “sunbathing” at Hainan beach resort and “dancing” in Amsterdam’s tulip fields. Interactive play buttons in the setup enable customers to learn exclusive beauty tips with Elizabeth Arden products in various scenarios : Nighttime, Wintertime, Summertime and Springtime. Customers also get to try Elizabeth Arden's iconic travel must-haves at the product walls, after which they can proceed to make an order directly on the cdf preorder app simply by scanning a QR code. Customers who share photos of the experience on social media will be able to collect a souvenir destination stamp on a similar themed collectible notebook.

Amsterdam’s tulip fields as part of the "Travel with Arden" campaign

Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail, commented, “Elizabeth Arden conducts a Travel with Arden campaign almost every year. This year’s campaign aims to bring more fun and laughter to our customers. Duty free shopping should be a happy activity and our creative twist of retailtainment is targeted to bring more smiles and happy memories, thereby enabling customers to forge a closer relationship with our brand.”

The 2023 “Travel with Arden” campaign will be further executed in other regions. Each region will present a differentiating fun element.

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