Elizabeth Arden celebrates duty-free shopping in Hainan with retailtainment-inspired campaign

Luxury brand Elizabeth Arden has unveiled an island-wide retailtainment-inspired campaign in Hainan to celebrate the China summer holidays, upon the second Hainan International Offshore Duty-free Shopping Festival.

This year’s “Travel with Arden” campaign takes on a touch of quirky humour in collaboration with Paris illustrator, Marie Assenat, to create fun, animated graphics.  

Done in collaboration with China Duty Free Group, the campaign kicks off with an Elizabeth Arden holiday themed bus, which makes its Hainan tour stops at Sanya International Duty Free Shopping Complex, Haikou International Duty-free Shopping Complex, Crowne Plaza Sanya Haitang Bay Resort and tourist destination Wuzhizhou Island Wharf. 

During the bus tour, customers will be “touring” New York City at night, “skiing” at the Swiss Alps, “sunbathing” at Hainan beach resort and “dancing” in Amsterdam’s tulip fields. Interactive play buttons in the setup enable customers to learn exclusive beauty tips with Elizabeth Arden products in various scenarios: Nighttime, Wintertime, Summertime and Springtime. 

Customers can also get to trial Elizabeth Arden iconic travel must-haves at the product walls.  Afterwhich, they can proceed to conveniently make an order directly on preorder APP simply by scanning a QR code.

In order to engage a wider audience, customers will get a chance to collect a souvenir destination stamp on a similar themed collectible notebook upon sharing on social media their beautiful moments on board the Elizabeth Arden travel bus. Besides, Elizabeth Arden provides interactive moments and offers souvenir magnets as tokens of appreciation at the tram pop-up display.

Furthermore, it prepares a branding takeover on board a flight from Shanghai Hongqiao to Hainan with “Travel with Arden” souvenirs such as overhead cabins and meal trays and inflight activities to attract tourists. The campaign will be further executed in other regions with differentiating fun elements.

Commenting on the campaign, Yumie Chia, general manager of Elizabeth Arden Asia Pacific Travel Retail commented: “This year’s campaign aims to bring more fun and laughter to our customers. Duty-free shopping should be a happy activity and our creative twist of retailtainment is targeted to bring more smiles and happy memories, thereby enabling customers to forge a closer relationship with our brand.”

MARKETING-INTERACTIVE has reached out to Elizabeth Arden for more information. 

Related articles:
Elizabeth Arden rolls out China travel retail campaign