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Elizabeth Arden rolls out China travel retail campaign

Elizabeth Arden kicked off a China travel retail campaign, partnering with China duty free retail operators CDFG, Sunrise Duty Free, CNSC and Zhuhai Duty Free. The campaign links social media and online activations to the airport retail stores, driving footfall and purchase intent.

To bring the campaign to life, Elizabeth Arden has partnered with Chinese fashion and beauty blogger and globetrotter Becky (also known as Li Be Ka). A fun animation video has been created that features Becky packing a luggage with her selection of Elizabeth Arden products. These products have then also been included in a China travel retail exclusive set.

To reach her extensive fan base, the social media campaign started with posts on Becky’s WeChat channel on 23 September, followed by Weibo on 25 September. She will also host a hashtag activity on Weibo where she encourages her fans to share their own experience of how Elizabeth Arden has been an essential part of their own travel skincare routine.

To better engage Chinese travellers, the animation video is also featured on key China travel websites and apps, including Ctrip, Mafengwo and Tuniu. The participating China duty free operators will also announce the campaign to their WeChat fan base.

Stephane Bonnet, global head of travel retail said, “The Chinese travellers are one of our key customers in travel retail. As a brand, we need to reach out to the Chinese travelers at every possible touch point: from their frequent engagement on WeChat, to the travel websites where they do their research and book their tickets, to the airlines they use, and of course the physical airport stores themselves. We also need to engage with our customers, and hence the hashtag activity that we have developed in collaboration with our chosen influencer.”

Yumie Chia, regional director of Asia Pacific travel retail added, “We engaged Becky due to her genuine approach towards the products she writes about. Her highly authentic and ethical approach to always personally trial and test the products before recommending is important.”

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