Elizabeth Arden and The Shilla Duty Free unveil Beauty News Booth at Singapore Changi Airport

SINGAPORE. Elizabeth Arden has launched the Beauty News Booth at Singapore Changi Airport, in partnership with Changi Airport Group and The Shilla Duty Free Singapore.

The animation is part of the brand’s annual ‘Travel with Arden’ campaign, which offers a refreshed theme each year to engage global travellers.

The Changi 1^st activation was initially showcased at The Shilla Duty Free Central Store in the Terminal 1 Departure Transit Zone from 7 to 27 February.

It subsequently moved to its current location at the front of The Shilla Duty Free Central Store in the Terminal 3 Departure Transit Zone, where it will remain until Thursday (20 March).

The Beauty News Booth provides travellers with expert travel beauty tips and hands-on product experiences, featuring hero collections such as White Tea Fragrances, Capsules Serum, Prevage antioxidants and the Eight Hour range.

Exclusive sets are also available, accompanied by a limited-edition collectible amenity case and scarf.

A standout feature of the booth is the Magic Mirror service, which allows travellers to take complimentary photos as the ‘Person of the Year’ on a simulated magazine cover. This element draws inspiration from Elizabeth Arden’s historical appearances in Fortune magazine in 1938, Time magazine in 1946 and her induction into the US Business Hall of Fame in 1977.

As part of the Changi 1st activation, Elizabeth Arden has pre-launched the White Tea Eau Lilac fragrance exclusively at The Shilla Duty Free in Changi Airport ahead of its domestic launch in Singapore and wider travel retail roll-out. Inspired by calming purple florals, the scent embodies serenity and renewal.

Additionally, the brand has introduced a Ceramide Capsules Serum Travel Trial Kit, available for a limited time exclusively at Singapore Changi Airport. The kit is offered at an introductory price to entice travellers seeking an on-the-go skincare solution.

Shilla Travel Retail COO Chan Sok Ling commented, “The Elizabeth Arden Beauty News Booth serves as a brightly coloured attraction point to attract the passengers to come forward to experience. The vibrant concept is what we look out for in proactive experiential retailing, an important critical factor to improve shop penetration.

“We are extremely delighted in the Changi 1st exclusivities offered. They are very suitable for our travellers and Elizabeth Arden’s way of keeping the brand relevant for travellers of today.”

Following its debut at Changi Airport, the ‘Travel with Arden 2025’ campaign has since launched at Taoyuan International Airport in partnership with Tasa Meng Duty Free this month. Further roll-outs are planned across Asia Pacific.

“Elizabeth Arden has an extremely inspirational brand story. We aim to spread our rich heritage story while providing retailtainment to our customers, hence the concept of a mobile beauty news booth,” said Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia.