SWEDEN. American beauty house Elizabeth Arden has partnered with Avolta to launch the latest in its Travel With Arden global travel retail campaign in Stockholm Arlanda Airport Terminal 5.
The animation is running throughout July, following similar travel-themed pop-ups at Alicante and Paris Orly airports this summer.
The activation, which occupies 12sq m and features a colourful summer theme complete with a giant Ceramide Capsule relaxing on a deckchair, highlights the brand’s best-selling lines and travel retail exclusives.
As with other Travel With Arden pop-ups, the activation offers a comprehensive sampling drive, highlighting the Ceramide Capsules as a must-have travel product. Customers are invited to choose from either a Hyaluronic Acid, Youth Restoring Serum or Line Erasing Night Serum Retinol Ceramide Capsule to try for themselves.
Notably, the activation is complemented by an innovative ‘Spa Zone’ concept. The Spa Zone launched on 1 June and will remain open until the end of July. According to the brand, it is the first to partner with Avolta on this type of wellbeing concept at Stockholm Arlanda.
The Spa Zone is inspired by Elizabeth Arden’s famous Red Door treatment and offers two complimentary express beauty services to travellers at the Swedish gateway.
The first sees Elizabeth Arden Beauty Advisors match travellers with the best Ceramide Capsule for their specific skin needs. The second service, the ‘Eight Hour Beauty Fix’, uses the brand’s Eight Hour Skin Protectant to provide a quick, four-step beauty refresh for brows, cheekbones, cuticles and lips.
For a minimum spend of SEK700 (US$67), visitors to the pop-up receive an exclusive beach bag as a gift with purchase. In addition, members of the Red by Dufry loyalty programme are eligible to join a competition for the chance to win a six-month supply of Ceramide capsules.
“We are excited to build on the momentum of our Travel With Arden campaign with this latest airport activation and Spa Zone pop-up at Arlanda,” commented Elizabeth Arden Marketing Director European Travel Retail Céline Moittié.
“We know that this concept helps to convert browsers to shoppers, by boosting footfall, engagement and penetration. Importantly, we have curated our high-quality portfolio to ensure that there is something to appeal to all passenger demographics – and every budget.
“Our travel-friendly skincare offer, led by our hero Ceramide collection and travel retail-exclusive products, continues to drive sales in the global travel retail channel, supported by our strategy of creating unique animations and activations to keep Arden top-of-mind with passengers.”
The Travel With Arden event is being supported by the integrated Emotion+ 360° campaign across various Avolta online and offline channels. These include in-store traditional and digital displays, organic and paid social media, and on the retailer’s Reserve & Collect website as well as communications to Red by Dufry loyalty programme members.
“We are excited to launch this vibrant activation at Arlanda in collaboration with Avolta,” commented Elizabeth Arden Brand Manager Prestige European Travel Retail Romane Pinede.
“By implementing the comprehensive 360° Emotion+ communication campaign, we will reach customers through in-store media and online platforms. Our goal is to capture the attention of all passengers and make Elizabeth Arden’s counter a must-visit destination whenever they travel.” ✈
