Elizabeth Arden has launched its Active Beauty campaign across Asia travel retail, highlighting the connection between skincare, wellness and active living through a series of retailer partnerships and experiential activations. Yumie Chia, General Manager of Elizabeth Arden Asia Pacific Travel Retail, said: “The Active Beauty Campaign is in direct synergy to our founder’s brand philosophy of embracing total wellness.” Elizabeth Arden said the concept draws on founder Elizabeth Arden’s early approach to beauty and wellbeing, which incorporated exercise as part of a wider beauty regimen. During breaks between matches, players were also invited to discover and trial Elizabeth Arden skincare products at an Active Beauty Discovery Cart. The Active Beauty concept has also been introduced at the cdf Sanya International Duty-Free Shopping Complex, where Elizabeth Arden installed a pop-up counter in the ground-floor atrium.