Elizabeth Arden to showcase blockbuster skincare innovations at TFWA WE
After doubling the size of its stand at TFWA WE last year, Elizabeth Arden is increasing its size once again, reaffirming its commitment to the travel retail channel
Elizabeth Arden is set to unveil two new blockbuster skincare products at the 2024 TFWA World Exhibition in Cannes this September, aiming to further develop its presence in the global travel retail channel. The brand will present these innovations at a new, larger stand (R6) in the Marine Village and a revamped space in the Villa d’Estelle, located in front of the Palais des Festivals.
While full details are still under wraps, both new products will leverage Arden’s reputation for “pure, potent and precise skincare solutions, underpinned by advanced technologies and effective ingredients that are proven to deliver instant and long-lasting results.”
Céline Moittié, Elizabeth Arden Marketing Director Europe Travel Retail, expressed enthusiasm about the expanded presence: “Last year we were present in Cannes with double the space we had in 2022, and I’m thrilled to be returning this year with a new stand and location to welcome our business partners.”
She added, “I am also excited to reveal our new design for the Villa d’Estelle, which last year showcased Arden’s rich history and heritage. This year it will highlight our new skincare launches, and incorporate a selection of key features including an educational Capsule Station and a fun, life-size Ceramide-themed photobooth that is perfect for selfies and sharing on social media.”
The Marine Village stand has been revamped with a more open design, including a replica of Arden’s signature Red Door. It will also feature a special mural reimagining Georgia O’Keeffe’s ‘Jimson Weed’ flower painting, originally commissioned by Elizabeth Arden in 1936 for her New York Fifth Avenue salon.
Moittié emphasized the brand’s commitment to growth in travel retail: “Last year marked the start of a new chapter for the company, and we continue to invest significantly in terms of innovation and marketing spend in order to drive category growth within global travel retail.”
She also noted the success of their travel retail exclusive portfolio and Travel With Arden airport campaigns, which have been “fun, engaging, and drive footfall and penetration for our retail partners.” Moittié hinted at an upcoming new campaign theme and new travel retail exclusives to be shared in Cannes.
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