Elizabeth Arden launches powerful Chinese New Year campaign
A Fat Dragon-themed play wall is an integral part of the ‘7 Powerful Capsules Serum, Let Your Skin Glow’ campaign
Elizabeth Arden has welcomed the Year of the Dragon with a powerful campaign highlighting the Elizabeth Arden Capsules Serum and introducing an amicable Fat Dragon.
With a ‘7 Powerful Capsules Serum, Let Your Skin Glow’ slogan, the eye-catching campaign features video content produced in collaboration with 3D content creator, 3rockAR. The Fat Dragon character was created and illustrated by Chinese Artist, Bu2Ma and the campaign is presented 360° online and offline in the Elizabeth Arden Asia Pacific Travel Retail channel.
The China Duty Free Group shuttle bus sports eye-catching Elizabeth Arden branding and Chinese New Year greetings
Yumie Chia, General Manager of Elizabeth Arden Asia Pacific, said, “We wanted a friendly, happy dragon with a big smile to bring cheer and laughter to our customers. Fat Dragon by Bu2Ma has that immediate connection to the heart. It is true that happiness is contagious. We want to spread happiness during a festive period like Chinese New Year.”
Various Elizabeth Arden Chinese New Year activations are taking place in Hainan, China. The giant LED screen at the entrance of Hainan Tourism Duty Free Shopping Complex (operated by license holder Hainan Tourism Investment Duty Free Co in collaboration with Lagardère Travel Retail) showcases the Fat Dragon and 7 Powerful Capsules Serum campaign.
“There are too many advertisements and video contents everywhere. In order to stand out from the crowd and get some attention, we knew we had to do it 3D with the dragon literally popping out to say hello,” Chia added.
Elizabeth Arden’s Chinese New Year pop-up is located next to the entrance of the shopping complex on Level 1 features the brand’s products and an exclusive photo sticker booth.
Elizabeth Arden shares adds Chinese New Year wishes to Shanghai Pudong International Airport
On Level 3 of the same building a Fat Dragon-themed play wall provides further details about Elizabeth Arden’s 7 Capsules Serum which include: Retinol Ceramide Capsules Line Erasing Night Serum; Advanced Light Ceramide Capsules Strengthening & Refining Serum; Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum; Visible Whitening Melanin Control Night Capsules; Advanced Ceramide Capsules Daily Youth Restoring Eye Serum; Vitamin C Ceramide Capsules Radiance Renewal Serum and Advanced Ceramide Capsules Daily Youth Restoring Serum. Each biodegradable capsule comes in a precise dosage with a waterless formula which is described as “pure and potent”.
Customers are also encouraged to visit the nearby Elizabeth Arden counter to find exclusive Fat Dragon gift with purchase offers.
A shuttle bus service between hotels and cdf Haikou International Duty Free Shopping Complex is cladded with Chinese New Year greetings from Elizabeth Arden and Fat Dragon and features branded videos.
Elizabeth Arden’s Chinese New Year branding takeover continues within cdf Haikou International Duty Free Shopping Complex as well as cdf Sanya International Duty Free Shopping Complex, where festive videos and Chinese New Year greetings standout on large LED screens along the corridors and at lift lobbies.
The Fat Dragon design is also featured in many other Elizabeth Arden counters across Asia Pacific, such as Singapore Changi Airport, Taoyuan International Airport and Shanghai Pudong International Airport.
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