Elizabeth Arden ‘Love is in the Air’ campaign lifts off in Asia Pacific travel retail
The Mother’s Day campaign marks the first phase of Elizabeth Arden’s seasonal Love Campaign with the second instalment – focused on China’s 520 Love Declaration Day – set to follow.
ASIA PACIFIC. Elizabeth Arden has unveiled a vibrant series of Love is in the Air activations across key Asia Pacific travel retail locations in celebration of the spring gifting season and Mother’s Day (11 May in many countries across Africa, Europe, Asia, Australia and the Americas).
The initiative is designed to highlight the brand’s premium fragrance and skincare offerings, aligning with seasonal themes of love, gratitude and appreciation.
At Melbourne Airport, a striking pink installation showcases the Elizabeth Arden White Tea fragrance collection. The animation spotlights the newly launched White Tea Eau Lilac Eau de Toilette, a fresh floral composition that blends delicate purple lilac with the signature serenity of white tea.
A key part of the campaign is the introduction of Gachapon machines. The machines offer customers the chance to win mystery collectibles, ranging from product samples to travel-themed accessories.
The Gachapon concept is currently being promoted in-store with Tasa Meng Duty Free and Ever Rich Duty Free. The animation also features at Ever Rich Duty Free’s Taipei Downtown Store in Neihu alongside other Elizabeth Arden seasonal activations.
“The mystery gift concept is an uptrend in retail. Customers enjoy the little suspense and dopamine effect when opening up their mini surprise gift. It is an added value and extra delight we wish to bring to our travel retail customers,” commented Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia.
Love is in the Air marks the first chapter of Elizabeth Arden’s broader 2025 Love Campaign. The second instalment will coincide with China’s ‘520 Love Declaration Day’ on 20 May. 
