July 12 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Elizabeth Arden brings "Travel With Arden" activation to Stockholm in partnership with Avolta

By Laura Shirk


To further boost brand visibility, the airport activation is complemented by a Spa Zone pop-up concept, which made its debut at the location on June 1 and will remain in place until the end of July

Elizabeth Arden has partnered with Avolta to create a high-profile ‘Travel With Arden’ activation at Stockholm Arlanda Airport Terminal 5. The activation is running from July 1 to July 31 and follows similar successful travel-themed installations at Alicante Airport and Paris Orly.

To further boost brand visibility, the airport activation is complemented by a Spa Zone pop-up concept, which made its debut at the location on June 1 and will remain in place until the end of July. 

Arden is the first brand selected by Avolta to collaborate on this type of concept. Harnessing its world-famous Red Door treatment heritage, this Spa Zone offers passengers a choice of two free express beauty services, to leave them feeling refreshed, renewed, and ready for their trip.

The first service invites travelers to choose a personalized Ceramide Capsule. Using a new display, beauty advisors assist passengers to select the best Ceramide Capsule for their skin’s specific needs, and demonstrate how to apply it. The second service is the ‘Eight Hour Beauty Fix’. This uses the brand’s iconic Eight Hour Skin Protectant to provide a quick, four-step beauty refresh for brows, cheekbones, cuticles and lips.


 
For the first time in the EMEA region, this activation features a colorful summer holiday scene and beach-themed visuals including a Ceramide replica reclining on a deck chair

For the first time in the EMEA region, this activation features a colorful summer holiday scene and beach-themed visuals including a Ceramide replica reclining on a deck chair

The Arlanda ‘Travel With Arden’ activation covers 12 square meters and has been designed to showcase Arden’s travel retail exclusives and best-sellers. For the first time in the EMEA region, this activation features a colorful summer holiday scene and beach-themed visuals including a Ceramide replica reclining on a deck chair.

Once again, the activation incorporates a comprehensive sampling initiative to help establish Arden’s iconic Ceramide capsules as a ‘must-have’ travel product. Every passenger who visits the HPP site is invited to choose a free Ceramide Capsule – such as Hyaluronic Acid, Daily Youth Restoring Serum or the Line Erasing Night Serum Retinol – in line with their skin’s specific needs. Perfect for traveling, Ceramide capsules are pre-measured, portable and suitable for carrying in hand luggage.

In addition to a free Ceramide Capsule, Arlanda passengers who spend a minimum of SEK700 (US$66.50) on Arden products will receive an exclusive beach bag as a gift-with-purchase. Members of the Red By Dufry loyalty scheme are also eligible to enter a competition to win a six-month supply of Ceramide Capsules.

“We are excited to build on the momentum of our ‘Travel With Arden’ campaign with this latest airport activation and Spa Zone pop-up at Arlanda.

“We know that this concept helps to convert browsers to shoppers, by boosting footfall, engagement and penetration. Importantly, we have curated our high-quality portfolio to ensure that there is something to appeal to all passenger demographics – and every budget.”

“Our travel-friendly skincare offer, led by our hero Ceramide collection and TREX products, continues to drive sales in the global travel retail channel, supported by our strategy of creating unique animations and activations to keep Arden top-of-mind with passengers," shares Céline Moittié, Elizabeth Arden Marketing Director EUTR.

To further enhance visibility and encourage participation, the Arlanda ‘Travel With Arden’ activation is being supported by an integrated Emotion+ 360° campaign across various Avolta online and offline channels and divisions, including in-store digital and traditional displays, paid and organic social media, the retailer’s Reserve & Collect website, and the Red by Dufry loyalty program communications.

“We are excited to launch this vibrant activation at Arlanda in collaboration with Avolta,” explains Elizabeth Arden Brand Manager Prestige EUTR Romane Pinede. “By implementing the comprehensive 360° Emotion+ communication campaign, we will reach customers through in-store media and online platforms. Our goal is to capture the attention of all passengers and make Elizabeth Arden's counter a must-visit destination whenever they travel,"

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