Fashion
Elizabeth Arden has partnered with Changi Airport Group and The Shilla Duty Free to open a world exclusive pop-up concept celebrating the travel retail prelaunch of two new fragrances – White Tea Wild Rose and White Tea Vanilla Orchid.
The Elizabeth Arden White Tea House opens on Sunday 3 March and sits beside The Shilla Cosmetics & Perfumes Central Store at Singapore Changi Airport’s Terminal 1 Transit Departure Hall until 13 April 2019.
Elizabeth Arden’s first White Tea fragrance launched in 2017 with the aim to capture the feelings of simple pleasures, a carefree afternoon, a good book or the first sip of tea in a pure and uncomplicated fragrance. Today, Elizabeth Arden is expanding the experiential collection with the launch of White Tea Wild Rose and White Tea Vanilla Orchid.
The White Tea House is part of Elizabeth Arden’s commitment to present memorable and coveted travel experiences and presents travellers with the opportunity to embark on a #WhiteTeaMoments experiential journey.
Fragrance and skincare sampling are presented to travellers in a “degustation style” – customers get to experience the three scents of White Tea, White Tea Wild Rose and White Tea Vanilla Orchid before deciding on their complimentary cup of tea, inspired by each of the fragrances.
Elizabeth Arden’s best-selling skincare products are presented in sampling portions, and plated in degustation style. Customers will be able to share their experience with other travellers via the Tea House message board and photos against a specially designed floral wall to share with friends and family on social media via hashtags #WhiteTeaMoments #Changi 1st. They will also receive a free hardcopy polaroid photo.
Stephane Bonnet, Elizabeth Arden Vice President of Global Travel Retail explained: “The White Tea House is an excellent way to kickstart the launch of our new White Tea fragrances. The tea house integrates beauty and lifestyle elements beautifully with various memorable touch points during the service journey. We hope the travellers will attach this pleasant memory to the subtle yet enchanting scents of Elizabeth Arden’s White Tea Fragrances.”
Customers are rewarded with a Changi Airport-exclusive magnet and postcard set designed in collaboration with Grace Ciao, an illustrator globally recognised for her delicate and chic fashion illustrations using real flowers and watercolours. The design depicts a modern woman in a dress created from wild rose, posing elegantly against a backdrop of pink roses and white vanilla orchids, symbolizing the two new pre-launch fragrances. Elizabeth Arden also provides free mailing service for travellers who want to post the postcard to their loved ones.
The shopping experience in the White Tea House is further elevated by a tea blending activity where customers can customise their own White Tea blend to bring home in a personalised sealed tea bag upon purchase of a White Tea fragrance. This customisable gift is available only at the White Tea House in Changi Airport. “Personalisation of gifts, either for yourself or for your loved ones is becoming increasingly important in the competitive and congested retail environment. Customers want to be part of the process of creating something unique for themselves,” shared Yumie Chia, Senior Regional Director of Asia Pacific Travel Retail Division at Elizabeth Arden.
“Changi Airport is honoured to host the world’s first Elizabeth Arden White Tea House experiential pop-up concept and be the first airport to launch the two new beautiful fragrances ahead of the rest of the world. Passengers flying through Terminal 1 can take a moment to indulge in the fragrance of white tea to ease the stress of travelling, and bring home some elegant mementos from Changi Airport,” said Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group.
Phil Yoon, Managing Director from The Shilla Duty Free added: “As The Shilla Duty Free continues to seek for innovative partnership launches, this collaboration with Elizabeth Arden provides a multi-level engaging experience that will delight even the weariest travellers. A traveller’s buying behaviour has evolved in marvellous ways. The concept of a Tea House is a great way to appeal to our increasingly sophisticated travellers and engage with them on both olfactory and gastronomical levels.”
