Page 46 - TFWA World Exhibit 2023 Special Edition

INSIDER

Elizabeth Arden harnesses history & heritage to drive new business era

Elizabeth Arden is embracing a new The Villa will also display a special
business chapter following its exit from mural that re-imagines the famous ‘Jimson
Chapter 11 earlier this year, which will be Weed’ flower painting created by American
reflected in its enhanced presence at the artist Georgia O’Keeffe, which was
TFWA World Exhibition in 2023. commissioned in 1936 by brand founder
The group will present its Revlon offer Elizabeth Arden herself, to decorate the
via a new stand (U1) in the Ambassadeurs exercise room of her famous New York
Village, while its flagship Arden portfolio Fifth Avenue salon. Arden paid US$10,000
will be showcased at the Villa d’Estelle, for the artwork – which at the time was a
located just in front of the Palais des landmark woman-to-woman transaction
Festivals. fee.
“This year we will be present in The original Red Door salon was
Cannes with double the space we had in the first to promote a holistic concept of
2022,” noted Céline Moittié, Elizabeth beauty, which combined inner health with
Arden Marketing Director EUTR. “This outer beauty, and included a special gym
underlines our commitment to – and area for physical exercise.
aspirations for – the global travel retail – and highlight how the group will build “Elizabeth Arden was a true
channel.” on both to deliver its bright new vision for trailblazer, and our new pipeline of product
Arden will preview several novelties the future. innovation will continue that pioneering
during the show, including a new Retinol + The space will incorporate six separate tradition,” Celine Moittié explained. “The
HPR single-dose Ceramide Capsule; a new meeting areas, a picturesque terrace, and travel retail channel has been identified as
addition to its iconic Eight Hour skincare the signature Arden Red Door, which is a key priority for the brand, and we look
collection; and a new White Tea Eau perfect for photo opportunities. A dedicated forward to sharing our exciting launch
Florale extension to its successful women’s Travel With Arden corner will show off the and promotion plans with our business
fragrance portfolio. group’s travel retail exclusives and new, partners in Cannes, and to exploring new
Importantly, the Villa setting will impactful “from takeoff to touchdown” opportunities for international expansion.”
showcase Arden’s rich history and heritage travel campaign concept.

Coty and Gucci Beauty launching new additions to the fragrance line-up

Coty’s Gucci Beauty is expanding two Gucci Flora Gorgeous Magnolia
of the Gucci fragrance collections with new launched in August in all travel retail
additions. regions.
The company is expanding the Gucci Gucci Beauty has also issued two new
Flora franchise with Gucci Flora Gorgeous fragrances in the Gucci Guilty collection:
Magnolia Eau de Parfum. The latest Gucci Guilty Elixer de Parfum Pour
chapter of the Gucci Flora continues to Femme and Pour Homme. The Gucci
feature Miley Cyrus, who debuted as the Guilty campaign features Grammy Award-
face of #FloralFantasy in 2021, stepping nominated musician A$AP Rocky, Golden
out of the house and into the outdoors, Globe and Emmy Award-winning actress
radiating confidence and an intuitive Julia Garner, and Oscar-nominated actor,
mindset. director and producer Elliot Page. First
The fragrance comes dressed in the launched in March 2023, this bold and
House’s iconic Flora pattern, featuring tender campaign continues to encourage
vibrant blooms and rich hues in purple the viewer to embrace their truest self and
on both the bottle and outer packaging. explore deeper connections.
The scent is built around the fruity, floral The new additions will be oncounter
sweetness of Magnolia Alba enhanced in TR Europe in September, TR Asia
with dewberries, and drying down with Pacific January 1, 2024 and TR Americas
patchouli, blond woods and musk. February 1, 2024.

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