Drunk Elephant launched ‘See Yourself in a New Flight’, a travel-focused campaign, at Suvarnabhumi Airport in Bangkok, Thailand, and marked the brand’s first appearance at King Power’s Perfume Cosmetic Shop Booth Exhibition Space in the International Departures East zone. Organized by Shiseido Travel Retail, the campaign "ran from September 16 to October 31 and coincided with major travel periods, including China’s Golden Week and Diwali."
As part of the initiative, Drunk Elephant showcased its 'TREX24 collection,' featuring the 'Mile High-Dration Club' and 'Nonstop Glow Kit,' specifically designed to meet the skincare and wellness needs of travelers. Likewise, to create a memorable experience, the activation incorporated "bold visuals, travel-inspired elements such as clouds and airplanes, and exclusive ‘Drunk to Go’ messaging."
Overall, this launch reflected Shiseido’s commitment to enhancing the travel retail experience through innovative and engaging campaigns tailored to a global audience.
Travel-Inspired Skincare Pop-Ups
Drunk Elephant Launched a ‘See Yourself in a New Flight’ Pop-Up
Trend Themes
1. Travel-retail Revival - Travel-inspired pop-ups like Drunk Elephant’s campaign are revitalizing airport retail by offering unique, captivating experiences that resonate with global travelers.
2. Skincare Tailored for Travelers - Products specifically designed to address the challenges of travel, such as dehydration and dull skin, represent a growing demand for tailored skincare solutions in transit.
3. Experiential Marketing in Beauty - Beauty brands are increasingly leveraging memorable, experience-driven marketing events to stand out and engage international customers within busy travel hubs.
Industry Implications
1. Airport Retail - The combination of pop-up activations and specialized product offerings represents a transformative approach in airport retail aimed at boosting traveler engagement.
2. Beauty and Cosmetics - The beauty industry is exploring innovative ways to create portable, travel-friendly skincare products that cater to on-the-go consumers’ needs.
3. Travel and Tourism - The integration of travel-themed elements into retail campaigns is shaping new avenues for the travel and tourism sector to interact with consumers beyond transport services.