Elizabeth Arden goes regional with #TravelwithElizabethArden campaign

Elizabeth Arden has launched a #TravelwithElizabethArden Asia regional campaign, aimed to blend beauty with travel and fashion. This 360degree customer engagement campaign will run until the end of August and targets the travelling beauty shoppers. It aims to attract consumers from online to offline and vice versa, "to holistically link the shopping journey and forge a relationship with its customers."

Customers will be invited to share their travel moments with the Elizabeth Arden Fashion Tote Bag and their favorite Elizabeth Arden products via photo or short video shared on Instagram with the hashtag #TravelWithElizabethArden. The activation also enlists key social media influencers across the region.

According to the press statement, the campaign was inspired by the growing trend of travelling as a form of lifestyle. It attributes to 'Beauty Shoppers' as they search for offers and exclusivities in the places they travel to and share the 'instagrammable' moments on social media platforms.

Elizabeth Arden has collaborated with Korean fashion illustrator, Sokidahee and China’s lifestyle influencer, Becky Li in a bid to create exclusive destination themed illustrations, featuring the fashionable 'Beauty Shopper' in various destinations such as Singapore, Malaysia, Korea and Japan to name a few. In the illustrations, each 'Beauty Shopper' will carry the iconic red Elizabeth Arden shopping bag which contains Elizabeth Arden star products.

The illustrations will be made into collectible fashion tote bags and exclusive travel retail sets packaging that will be exclusively for those who depict at specific destinations, giving Beauty Shoppers the reason to buy and collect at the destinations.

Stephane Bonnet, vice president of global travel retail explained that the aim was to engage with its customers in a more “lifestyle and personable” way as well as to emphasise sense of place.

“Through a fashionable yet casual illustration tote bag, we relate to their fun-loving, travelling lifestyle. They can use the bag in their casual outings and travels, hence the hashtag #TravelWithElizabethArden,” she added.

“Beauty is not just about looking good on the skin. It is an entire lifestyle. We wish to connect to our customers not just as their daily skincare or beauty regimen, but also bonding with them in their day to day movements as a practical yet stylish carry-all tote bag,” Yumie Chia, senior regional director of Asia Pacific travel retail said.