Melissa Juried Kriebel
CHINA. Lancôme Travel Retail Asia Pacific recently partnered with China Duty Free Group (CDFG) to run a campaign titled ‘Embark on a journey of rejuvenation’ at Sanya International Duty Free Shopping Complex in Haitang Bay.
The campaign, which comprised two pop-ups, ran throughout November and immersed travellers into the world of Lancôme hero line Absolue. The campaign culminated with a spectacular light show which illuminated the Sanya coastline.
Giant replicas of the Lancôme Absolue Soft Cream were standout features of the pop-ups and highlighted the hero line’s key ingredients. Inside, an immersive gallery showcased the perpetual rose, the key ingredient for the Lancôme Absolue Soft Cream.
A striking golden rose sculpture, created by French artist Richard Orlinski, was a key feature of the outdoor animation, and invited shoppers to discover the full Absolue range.
Lancôme’s skincare heroes, the Absolue Soft Cream and Eye Cream, were available at the pop-ups alongside travel retail-exclusive sets. Lancôme’s skincare-infused makeup products as well as its new niche fragrance, Mille et Une Roses were also showcased. The latter is a premium rose scent that was inspired by the Lancôme Domaine de la Rose in France.
At the VIP Absolue service area — which was elevated three metres above ground — shoppers were able to experience Lancôme’s signature Absolue treatments first-hand. The service menu included a relaxing Absolue hand massage and in-depth skin diagnosis using the Lancôme Skinscreen.
The Lancôme Skinscreen leverages artificial intelligence algorithms to score skin health against 13 parameters. With these insights, Lancôme beauty advisors can then recommend the optimal Lancôme products suited for each customer’s skin.
China Duty Free Group General Manager of Perfume and Cosmetics Central Merchandising Division Grace Wang said, “CDF Sanya International Duty Free Shopping Complex’s vision is to create a lifestyle hub, providing a personalised experience, far beyond shopping.
“We are delighted to partner with Lancôme Travel Retail Asia Pacific for the ‘Embark on a journey of rejuvenation’ campaign to provide our customers with exceptional products and experiences. This campaign was a unique opportunity to engage consumers with a blend of art and premium service, enhancing their travels to Hainan.”
On 24 November, Lancôme lit up the sky in Sanya with a light show that highlighted key brand motifs. It started with an Absolue perpetual rose before transforming into a Soft Cream.
Lancôme lit up a golden trail down the coast of Sanya starting from the Rosewood Hotel to the Sanya International Duty Free Shopping Complex, where it illuminated the mall’s façade. This was accompanied by a livestream broadcast hosted by Lancôme Ambassadors Fiona Sit and Zhang Linghe, who shared their beauty insights and favourite Lancôme products with their fans.
“As a leader of the premium beauty market, Lancôme continues to innovate the luxury beauty experience, elevating with service and craftsmanship,” commented Lancôme Travel Retail Asia Pacific General Manager Linda Wang.
“We are reinventing and enhancing premium beauty to meet the desires and aspirations of our travellers in Hainan. We are proud to partner with China Duty Free Group once again to bring this aspirational campaign to life, engaging travellers with a rejuvenating experience whilst shopping at the iconic CDF Sanya Duty Free Mall.”
COMING SOON: NEW WONDERS OF THE TRAVEL RETAIL WORLD
The Moodie Davitt Report is delighted to announce ‘The New Wonders of the Travel Retail World’, a duo of landmark publications dedicated to extraordinary projects that have set new benchmarks in the travel retail world.
One is dedicated to the cdf Haikou International Duty Free Shopping Complex, which opened on 28 October in Hainan province, China.
The multi-media, bi-lingual publication is a pioneering joint venture between The Moodie Davitt Report and Hainan Hinews Media Co. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
The other is the Hamad International Airport Expansion in Doha, Qatar, inaugurated on 10 November.
This stunning development is anchored by The Orchard, a 10,000sq m indoor tropical garden with a 268-sqm water feature complemented by a luxury-led commercial offer boasting 65 stores and 35 food & beverage outlets.