Elizabeth Arden dons festive red to celebrate Lunar New Year in Asia

ASIA. Elizabeth Arden has welcomed Lunar New Year with a series of eye-catching festive red pop-ups in selected locations in Asia.

Based on the beauty brand’s Through the Red Door concept, Elizabeth Arden has partnered with China Duty Free Group in a large-scale promotion at the cdf Sanya International Duty Free Shopping Complex in Hainan.

That is complemented by smaller scale pop-ups, including at the Hainan Tourism Duty Free Shopping Complex, with Everrich and Tasa Meng Duty Free at Taoyuan International Airport, and with The Shilla Duty Free at Singapore Changi Airport.

With red signifying prosperity and power in Chinese culture, Elizabeth Arden’s symbolic red door is said to represent the lucky door of opportunities.

In Hainan, the cdf Sanya International Duty Free Shopping Complex pop-up opened on 16 January and will run until tomorrow (12 February). The space invites customers to enter the red door to enjoy an exclusive photo opportunity and enjoy experiential zones, including Capsules Serum sampling, Prevage experience and a White Tea sensorial immersion room.

Customers can try Elizabeth Arden’s Capsules, each serving a different skincare need. They are also offered a skincare consultation and recommendation on the best capsules serum for their skin type, as well as the recommended regimen and concoction.

The Prevage experience zone highlights Elizabeth Arden’s latest launch, Prevage 3-in-1 Reset Serum and Soft Cream, a duo aimed at providing full-cycle collagen support, boosting skin’s collagen by over +121% and a powerful intervention for ageless skin.

The White Tea Sensorial Immersion Room offers a virtual-reality floral garden experience while surrounded by the scents of White Tea.

The promotions also offers exclusive limited-edition gift packs, including a Chinese New Year-themed amenities travel case and a multi-functional bag charm. Customers are also treated to other accessories such as a keychain, lucky red pom-pom, heart-shaped mirror and ‘S’ studded crystals, symbolising the Year of the Snake and Super and Special self.

Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia said: “Chinese New Year serves as an important gifting season for the Chinese. It is a period to celebrate and showcase love and gratitude to those we care. Hence, we offer exclusive gifting sets with lucky red elements to spread the joy and feelings of happiness.”

NOTE. Elizabeth Arden has sponsored a Through The Red Door column on The Moodie Davitt Report to recognise the women in our industry whose personal and professional stories make them deserving of industry recognition. Click here to access the fascinating stories.