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E lizabeth Arden General Manager of Asia Pacific Travel Retail Yumie Chia said: “We want to gain the attention of the customer and drive fun and retailtainment to the customer to get them really interested in our products.” The focus for this year is on the Elizabeth Arden capsules ranges, but also on its eight- hour skin protector and lip protector. Chia explained: “Prince Harry uses it. We bring along a lot of education with our products. It is to combat harsh weather. We are bringing the retail concept and putting it in front of customers, but we want it to be really fun. We never want retail to be boring. We also have extra GWPs that are collectables as well. It keeps the customers interested in travel retail as the local markets don’t have these.” Happy selling Chia added: “We call this method ‘happy selling’ and we want to bring happiness and smiles to people’s faces when they look at the visuals. All of our promoters are also happy selling it in a unique manner.” Chia revealed that Elizabeth Arden is also planning some “special official launches as well including an upgrade of the pink capsules and then a launch for Prevage with a new product that targets collagen and helps to prevent collagen loss, and protect it as well.” Level 1/1-L27 Going for gold S howcasing the popular Au Vodka, co-founded by friends Jackson Quinn and Charlie Morgan, GMAX Travel Retail is being kept very busy this year. GMAX Travel Retail Founder and Director Garry Maxwell said: “Au is just a phenomenon. It’s almost the fastest growing brand in the world. The demographic is 18-35 years and the holiday party, top areas in nightclubs.” Maxwell explained: “It’s the number one premium vodka in the UK. Our first listing was easyJet last year and we put it in there as one small and one big 70cl bottle and they asked for a new flavour after 10 days. So, we had to put the new flavour on within three months. Then we had two flavours, two minis and two large and we sold nearly 400,000 mini bottles in the first year. They sell at £6.95 with any mixer. Blue Raspberry is what people like and they have just launched Strawberry. What happens is that everywhere it goes, it outsells.” GMAX Travel Retail is showing other drinks on its stand, but Maxwell assures that Au is what everyone is talking about the most. Basement 2/2-L8 Wednesday 1 5 May 2024 22 T F W A D A I L Y