Celebrating a ‘Journey of Love’: Elizabeth Arden reveals GDF Plaza pop-up
The eye-catching Elizabeth Arden pop-up s accompanied by a takeover of the surrounding escalator visuals and LED screens
With the successful rollout of its ‘Love is in the Air’ campaign across multiple regions, Elizabeth Arden continues its celebration of love in Hainan, China, in collaboration with Global Premium Duty Free (GDF) Plaza.
With both Mother’s Day and 520 Chinese Valentine’s Day, aka 520 Love Declaration Day, falling in the month of May, Elizabeth Arden launched a romantic floral pop-up on the ground floor of GDF Plaza. The vibrant yet cozy setup is accompanied by a complete takeover of the surrounding internal escalator visuals and LED screens, as well as the outdoor giant LED screens at building front.
The pop-up, which will run for two months until the end of June, invites customers on a journey of love and discovery. Customers can sit down to enjoy complimentary rose white tea while experiencing Elizabeth Arden’s best sellers in both skincare as well as fragrances.
Traveling consumers are invited to enjoy a cup of tea and experience Elizabeth Arden products
Customers are invited to embark on a sensorial White Tea fragrance scenting journey, with Elizabeth Arden offering its wide range of White Tea fragrances in scenting cups. Upon selecting their favorite White Tea scent, the scent is sprayed onto complimentary pink rose neck chokers to be worn on the neck as an accessory while immersing into the relaxing world of white tea gardens via virtual reality headsets.
In line with the celebration of 520 Love Declaration Day, customers are invited to write on a dedicated Love Declaration wall. The wall also serves as a perfect photo backdrop opportunity for memories and keepsake.
Photo opportunities abound at the Elizabeth Arden pop-up
The pop-up offers a second photo wall featuring a giant protruding floral heart and Elizabeth Arden’s well acclaimed recommended product “couple” pairings – Retinol + HPR Ceramide Serum Capsules and Rapid Skin-Renewing Water Cream; Prevage 3 in 1 Reset Serum and Multi-Restorative Soft Cream. Customers are given complimentary soap roses upon completion of their love discovery journey in the World of Elizabeth Arden.
Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail division, commented, “Besides providing a memorable brand experiential journey for our customers, we also provide complimentary personalized bottles engraving service and giftbox wrapping. Such intricate and thoughtful services are important to our customers buying gifts for their loved ones. We need to up the level of our customer service and add the extra touch to delight our customers.”
