Elizabeth Arden to launch new travel-retail image

Gavin Lipsith

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The US beauty brand will debut the new image at Heathrow terminal five

US beauty brand Elizabeth Arden is to unveil its new look for travel-retail at the flagship World Duty Free (WDF) store in Heathrow terminal five when it opens in March. The company has worked with design consultancy JHP, which designed the WDF store, to produce an environment that will “showcase innovation in skincare and new fragrance launches”.

The offer is divided into skincare, fragrances and colour zones, with cutting edge store features including internally illuminated colour changing blocks, super graphic branding and high tech materials creating an “elegant and sleek” environment.

JHP said: “Given the passenger profile expected to travel through T5, [Elizabeth Arden] is using its presence in the terminal to showcase innovation in skincare and new fragrance launches with many of its celebrity and designer licensed brands.”