Elizabeth Arden is emphasizing its commitment to the travel retail channel as it prepares to introduce a new wave of Travel Retail exclusives at the 2017 IAADFS Duty Free Show of the Americas (Booth 623) this March.
The company embarked on the repositioning of its Travel Retail Collection in 2016 with the launch of a whole new look for the collection of sets.
Mary-Beth Mazzotta, Vice-President of International Trade Marketing for Elizabeth Arden, comments, “We needed a clear statement and attractive pull strategy to engage travelers in the brand and give them the value offers they are looking for. The travel retail exclusive set category is the perfect platform to service existing customers and attract new ones, so over the past year we have been very busy transitioning our shelves to the new assortments and packaging.”
The introduction of a recognizable travel retail exclusive insignia and the new consistent packaging design is aimed to help grow Elizabeth Arden’s brand awareness and affinity amongst global shoppers. “We want travelers to view Elizabeth Arden as ‘THE’ skincare brand to buy, as well as recognize our products in the glimpse of an eye”.
This year is an exciting year for Elizabeth Arden, as the legacy brand has upgraded their iconic Ceramide Youth Restoring Face Serum for the first time in decades. The new Advanced Ceramide Capsule Daily Youth Restoring Serum is formulated with advanced technology for a youth-restoring boost helping to moisturize, preserve and strengthen skin’s integrity for a firmer look.
Its first-of–its-kind single-dose capsule is a favorite amongst travelers and will be offered to them exclusively in the NEW Advanced Ceramide Capsules Replenish & Restore for Face skincare set. The set will comprise of the same top-selling 3 x 30 capsule design but will be enhanced with the new and improved formula and updated packaging.
The easy ‘pack and carry’ Advanced Ceramide Youth Restoring Serum face capsules are also featured and available exclusively to travelers in a 30 Capsule tower as well as, the Advanced Restorative Skincare Solutions three piece skincare set.
Elizabeth Arden remains committed to elevating the global customer experience. As we look ahead to the Fall 2017 range, Elizabeth Arden will launch an upgraded Advanced Ceramide Capsules Replenish & Restore for Eyes Trio and Advanced Ceramide Daily Youth Restoring 30 piece Face Serum/ 30 piece Eye Serum duo with the company’s renovation of the ADVANCED Ceramide Capsules Daily Youth Restoring Eye Serum.
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