Elizabeth Arden White Tea Eau Florale blooms in Asia Pacific travel retail

ASIA PACIFIC. Elizabeth Arden has launched the White Tea Eau Florale – a reinterpretation of its classic White Tea fragrance – with a dynamic activation campaign in Asia Pacific travel retail.

The pop-up campaign, which ran with Lotte Duty Free at Melbourne International Airport during April and May, was dressed in delicate pink hues and featured floral and garden motifs.

Elizabeth Arden White Tea Eau Florale was also showcased via flower cart animations at the Hainan Tourism Duty Free Shopping Complex in partnership with Hainan Tourism Duty Free Investment Co. The carts offered shoppers scented sachets of the fragrance.

Elizabeth Arden White Tea Eau Florale was also showcased at Shanghai Pudong and Taiwan Taoyuan international airports (with Ever Rich Duty Free and Tasa Meng).

The fragrance offers light floral notes of pink freesia, lily of the valley, pink orris and honeysuckle with base notes of musk, trisamber and tonka bean, combined with Elizabeth Arden’s signature white tea scent.

The romantic scent was designed by Senior Perfumer Natasha Cote-Mouzannar. She said: “This creation is all about the beauty of life, bringing beautiful flowers and rich ingredients for a special experience.”

Commenting on the campaign, Elizabeth Arden General Manager of Asia Pacific Travel Retail Division Yumie Chia said: “Elizabeth Arden White Tea Eau Florale is a beautiful yet affordable gifting option to purchase for loved ones.

“Our romantic activations in travel retail draw customers to fall in love with the inspirational scent, and to bring the scent home as part of their memorable travel journey.” ✈