Elizabeth Arden introduces ‘Love is in the Air’ campaign across Asia Pacific
Love is in the air at Melbourne Airport as Elizabeth Arden rolls out animations across selected locations in the Asia Pacific region
Elizabeth Arden has embarked on a series of ‘Love is in the Air’ animations across multiple locations in Asia Pacific in celebration of the “season of love” and Mother’s Day (Sunday, May 11).
At Melbourne International Airport, a bright pink animation features the brand’s sensorial range of White Tea fragrances. A key highlight is the new launch White Tea Eau Lilac EDT, a floral aroma which blends the charm of purple lilac with White Tea allure to capture the essence of tranquility and elegance. According to Elizabeth Arden, its White Tea fragrances are the ideal way to soothe and relax one’s wellbeing.
In travel retail in Fiji, Mother’s Day is recognized as one of the biggest shopping events of the year, and Elizabeth Arden features strongly in stores with popular fragrance giftsets at gifting themed aisle tables.
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The mystery gift trend is an uptrend in retail, according to Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail division
In duty free stores in China and Taiwan, Gachapon machines with mini balls of surprises pop up instore to add a fun factor to promotions, offering customers the chance to claim a mystery collectible gift. The gifts comprise of a variety of pretty accessories and product samples.
Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail division, said, “The mystery gift concept is an uptrend in retail. Customers enjoy the little suspense and dopamine effect when opening up their mini surprise gift. It is an added value and extra delight we wish to bring to our travel retail customers.”
‘Love is in the Air’ is the first part series of Elizabeth Arden’s Love Campaign to share love, gratitude, appreciation and warmth. A second part series focusing on China’s ‘520 Love Declaration Day’ will be revealed soon.
