Elizabeth Arden to double its presentation space at TFWA Cannes
Elizabeth Arden’s presence at the 2023 TFWA World Exhibition will be bigger than previous years, as the group will present its Revlon offer via a new stand (U1) in the Ambassadeurs Village and its flagship Arden portfolio will be showcased at the prestigious Villa d’Estelle, located just in front of the Palais des Festivals.
The company notes that it is embracing a new business chapter following its exit from Chapter 11 earlier this year.
“This year we will be present in Cannes with double the space we had in 2022,” noted Céline Moittié, Elizabeth Arden Marketing Director EUTR. “This underlines our commitment to – and aspirations for – the global travel retail channel.”
Arden will preview several novelties during the show, including a new Retinol + HPR single-dose Ceramide Capsules; a new addition to its iconic Eight Hour skincare collection; and a new White Tea Eau Florale extension to its successful women’s fragrance portfolio. The Villa setting will showcase Arden’s rich history and heritage and highlight how the group will build on both to deliver its bright new vision for the future.
The space will incorporate six separate meeting areas, a picturesque terrace, and the signature Arden Red Door, which is 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.
The Villa will also display a special mural that re-imagines the famous ‘Jimson Weed’ flower painting created by American 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.
The original Red Door salon was the first to promote a holistic concept of beauty, which combined inner health with outer beauty, and included a special gym area for physical exercise.
“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.”