Elizabeth Arden's Beauty News Booth lands at Singapore Changi Airport
Travel with Arden and its Beauty New Booth at Singapore Changi Airport
The first Elizabeth Arden Beauty News Booth has featured in Singapore Changi Airport. The mobile booth claimed its place at the front of The Shilla Duty Free Central Store at Terminal 1 Departure Transit zone from February 2-27 and later moved to the front of The Shilla Duty Free Central Store at Terminal 3 Departure Transit zone from February 28 until March 20, 2025.
The first of its kind beauty news booth is a collaboration between Elizabeth Arden brand with Changi Airport Group and The Shilla Duty Free Singapore.
Chan Sok Ling, COO, Shilla Travel Retail, said, “The Elizabeth Arden Beauty News Booth serves as a brightly colored attraction point to attract the passengers to come forward to experience. The vibrant concept is what we look out for in proactive experiential retailing, an important critical factor to improve shop penetration.”
As part of the Changi 1st activation, a new White Tea Eau Lilac fragrance has launched at The Shilla Duty Free in Changi Airport
The Changi 1st Elizabeth Arden Beauty News Booth is a continuation of the annual Travel with Arden campaign, brought to travelers with a fresh twist each year. This year, Elizabeth Arden pays tribute to the brand founder, Elizabeth Arden, to publicize the inspirational story behind the founding of the brand.
Despite being born into a humble farming family, Arden was never confined to conventions and traditions, and was not afraid to step out of her comfort zone to go after her dreams of building her own cosmetics and beauty business. Perseverance, grit and talent brought about the very first Elizabeth Arden Red Door Salon in 1910. She made revolutionary progress to the development of beauty during her times, expanding the business from one store to an empire. She was once quoted as saying, “Success is not just about making money; it is about making a difference to people's lives.”
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The Elizabeth Arden ‘Travel with Arden 2025’ campaign is featuring in Taoyuan International Airport with Tasameng Duty Free this month, before making its rounds around other regions
“Elizabeth Arden has an extremely inspirational brand story,” said Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail division. “We aim to spread our rich heritage story while providing retailtainment to our customers, hence the concept of a mobile beauty news booth.”
As part of the Changi 1st activation, a new White Tea Eau Lilac fragrance has launched at The Shilla Duty Free in Changi Airport, ahead of Singapore domestics and other Asia Pacific duty free outlets. Inspired by calming purple florals, the fragrance is said to capture the essence of serenity and renewal.
A Ceramide Capsules Serum Travel Trial Kit is also featured exclusively for a limited time at an introductory price offer.
“We are extremely delighted in the Changi 1st exclusivities offered,” Chan Sok Ling added. “They are very suitable for our travelers and is Elizabeth Arden’s way of keeping the brand relevant for travelers of today.”
Travelers can get useful travel beauty tips at the mobile beauty news booth, while sampling the different recommended product ranges from White Tea Fragrances, Capsules Serum, Prevage antioxidants to Eight Hour range. Exclusive sets include a limited edition collectible amenity case and scarf.
Travelers are also invited to get their photos taken with the exclusive Magic Mirror service available at the booth, to appear as the ‘Person of the Year’ on a ‘magazine front cover’. This draws a synergy to Elizabeth Arden’s feature on Fortune Magazine as a successful businesswoman in 1938, then gracing the cover of Time magazine in 1946, followed by an induction into the US Business Hall of Fame in 1977.
The Elizabeth Arden ‘Travel with Arden 2025’ campaign is featuring in Taoyuan International Airport with Tasameng Duty Free this month, before making its rounds around other regions.
