Elizabeth Arden goes on a ‘Journey of Love’ in Hainan with blooming animation at GDF Plaza

The Journey of Love pop-up was designed to celebrate love and connection during two major dates in China’s gifting calendar: Mother’s Day (11 May) and 520 Love Declaration Day (20 May).

May 29, 2025 - 00:20

Elizabeth Arden goes on a ‘Journey of Love’ in Hainan with blooming animation at GDF Plaza

**Elizabeth Arden brings its Journey of Love pop-up to life at GDF Plaza, transforming the ground floor into a blooming brand experience in celebration of Mother’s Day and 520 Love Declaration Day**

CHINA. Elizabeth Arden has partnered with Hainan Development Holdings to unveil an experiential activation at Global Premium Duty Free (GDF) Plaza in Hainan.

The Journey of Love pop-up was designed to celebrate love and connection during two major dates in China’s gifting calendar: Mother’s Day (11 May) and 520 Love Declaration Day (20 May).

Running from 1 May to 30 June, the Journey of Love pop-up continues the brand’s Love is in the Air campaign, which has seen activations across several key locations in Asia Pacific travel retail.

**(Above and below) Sensorial storytelling: The pop-up experience is enhanced by hand massages, VR headsets and wearable rose chokers scented with different Elizabeth Arden fragrances**

**Love on display: Visitors are encouraged to write messages on one of the photo walls**

The floral-themed installation at GDF Plaza offers travellers a colourful multi-sensory experience centred on Elizabeth Arden’s best-selling skincare and fragrance lines.

The activation occupies the ground floor of GDF Plaza and is supported by a full-scale OOH media advertising campaign.

Elizabeth Arden has taken over indoor escalator spaces, LED screen displays and the building’s giant outdoor digital screens to maximise brand visibility.

The activation invites customers to explore the White Tea fragrance range through scenting cups and a virtual-reality experience.

Guests select their preferred scent, which is then applied to a rose-themed choker necklace creating a wearable fragrance accessory.

The journey is complemented by a virtual stroll through white tea gardens using VR headsets.

To further elevate the experience, visitors can enjoy complimentary rose white tea drinks and hand massages while discovering hero Elizabeth Arden products displayed on pink plates and platters.

**(Above and below) Two separate flower-covered backdrops create ample opportunities for photos**

In keeping with the 520 celebrations, customers are invited to write personalised messages to loved ones on the ‘Love Declaration’ wall, which also serves as a photo backdrop.

A second feature wall displays a large floral heart alongside Elizabeth Arden’s recommended duo skincare combinations. These include the Retinol + HPR Ceramide Serum Capsules and Rapid Skin-Renewing Water Cream, as well as the Prevage 3-in-1 Reset Serum and Multi-Restorative Soft Cream.

**Token of love: Guests are gifted soap roses as a memento, while their purchases are packaged in heart-shaped gift boxes**

**A high-visibility OOH campaign underpins the activation, with Elizabeth Arden taking over interior escalator spaces and LED displays, as well as the building’s exterior digital screens**

Upon completing the journey, guests receive complimentary rose-shaped soaps as keepsakes. They can also wrap their purchases in customisable heart-shaped gift boxes.

“Besides providing a memorable brand experiential journey for our customers, we also provide a complimentary personalised bottle engraving service and gift box wrapping,” commented Elizabeth Arden Asia Pacific Travel Retail General Manager Yumie Chia.

“Such intricate and thoughtful services are important to our customers buying gifts for their loved ones. We need to up the level of our customer service and add the extra touch to delight our customers.” Read More