Elizabeth Arden –which is looking to further develop its presences in global travel retail–is returning to the 2024 TFWA World Exhibition with a new, bigger stand in the Marine Village (R6), where the company will be unveiling two new blockbuster skincare launches, both featuring powerful ingredients and next-generation technologies that it says deliver a true point of difference.
This stand will be complemented by a revamped space in the Villa d’Estelle, located just in front of the Palais des Festivals, which will feature a new interior design and color scheme that echoes the theme of the breakthrough innovations that will be unveiled at the show.
Elizabeth Arden says that full details of the brand’s latest skin-rejuvenating introductions are still under wraps, but both will leverage Arden’s reputation for offering pure, potent and precise skincare solutions, underpinned by advanced technologies and effective ingredients that are proven to deliver instant and long-lasting results.
“Last year we were present in Cannes with double the space we had in 2022, and I’m thrilled to be returning this year with a new stand and location to welcome our business partners,” commented Céline Moittié, Elizabeth Arden Marketing Director Europe Travel Retail.
Moittié says that the new design for the Villa d’Estelle, which last year showcased Arden’s history and heritage, this year will highlight the skincare launches, incorporating a selection of key features including an educational Capsule Station and a fun, life-size Ceramide-themed photo booth that will be perfect for selfies and sharing on social media.
Arden’s Marine Village stand has also been revamped, with a new, more open design that includes a replica of the brand’s signature Red Door. Other high-lights include a special mural that re-imagines the famous ‘Jimson Weed’ flower painting created by American artist Georgia O’Keeffe, which was commissioned in 1936 by brand founder Elizabeth Arden to decorate the exercise room of her famous New York Fifth Avenue salon.
“Last year marked the start of a new chapter for the company, and we continue to invest significantly in terms of innovation and marketing spend in order to drive category growth within global travel retail,” Celine Moittié explained.
“In the past year we have experienced huge success with our new travel retail exclusive portfolio and our high-profile Travel With Arden airport campaigns which are fun, engaging, and drive footfall and penetration for our retail partners. We have a new campaign theme in the pipeline – and new travel retail exclusives – and I am looking forward to sharing all this innovation at our two locations in Cannes.”
