Moodie Davitt Report

A cut-out of the Eiffel Tower adds Sense of Place to the Travel With Arden animation at Paris Orly 
The travel-inspired animation is the brand’s first promotional partnership with Lagardère Travel Retail 

FRANCE. Elizabeth Arden has joined hands with Lagardère Travel Retail to launch the Travel With Arden pop-up at Paris Orly Airport. It began on 14 March and is running until 17 April.

Travel With Arden is the brand’s travelling pop-up campaign, with previous iterations in Hainan, Alicante and others.

The high-profile animation is located in Orly Terminal 3 and marks the brand’s first promotional partnership with Lagardère Travel Retail and its debut in this location.

The colourful 12sq m animation features a vibrant purple colour scheme, impactful visual merchandising and dynamic travel-inspired 3D cut-outs. These include a replica of the Eiffel Tower to enhance Sense of Place.

The pop-up, created by design agency Mise En Scène, showcases Elizabeth Arden’s bestselling lines and travel retail exclusives.

Notably, the activation offers a major sampling initiative inviting travellers to choose from one of the brand’s hero Ceramide Capsules based on their specific skin needs. These include the Hyaluronic Acid, Daily Youth Restoring Serum or the Line Erasing Night Serum Retinol Capsules.

The Ceramide Capsules are pre-measured portable skincare treatments ideal for travelling.

The sampling initiative plays a key role across all Elizabeth Arden’s airport activations and has already proven to be an important awareness and recruitment tool, the brand said.

A sampling scheme offering free Ceramide Capsules to travellers is the focal point of the animation
The Sparrow Society gift with purchase comes complete with travel-sized Ceramide skincare products

While stocks last, travellers at Orly can receive one of the brand’s limited-edition Sparrow Society bags as a gift with purchase. The bags contain a curated selection of travel-friendly Ceramide products.

Sparrow Society is a non-profit organisation in South Africa that works to promote a more equitable society through gender advocacy, economic empowerment and support for survivors of gender-based violence.

Elizabeth Arden Marketing Director European Travel Retail Céline Moittié commented: “We are super happy with the activation’s performance to date. We have set ourselves ambitious targets and the initial results have been hugely encouraging, demonstrating the clear passenger demand for our products.

“We know that with the right opportunities like this, we can drive footfall, penetration and engagement for our retail partners. We are passionate about offering high-quality skincare and fragrances for every budget, from ultra-prestige to under €20. Our extensive product portfolio really does offer something for everything, across all passenger demographics.” ✈

 

 

Hannah Tan-Gillies

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