ASIA PACIFIC. Lancôme Travel Retail Asia Pacific is celebrating its new global campaign ‘Declaring Happiness’ with a series of major brand events across Asia Pacific.
Each of the events, in line with the global direction to strengthen Lancôme’s digital presence in the region, will leverage the digital influence of celebrities and key beauty opinion leaders to engage a broader audience. The events will also converge the offline and online retail experiences to foster a stronger brand engagement with consumers.
Lancôme Travel Retail Asia Pacific General Manager Tao Zhang said: “The Lancôme ‘Declaring Happiness’ global campaign richly illustrates our passion to inspire and share happiness with women by making their lives more beautiful. Ultra-feminity, emotion, joie de vivre and beauty have always been at the heart of Lancôme’s DNA.
“Through this series of ‘Declaring Happiness’ events across Asia, we hope to continue creating moments of happiness for all women by exploring different consumer-centric innovations at our events that allows us to foster a deeper connection and engagement with our consumers.”
The ‘Declaring Happiness’ campaign started in Seoul on 12 October with Lancôme’s Travel Retail Asia Pacific’s first-ever live streaming event. Guests from across Asia, including Korean actress Kim Go-Eun and social media influencers from China, attended the event. The 11 Chinese social media influencers live-streamed at the venue and Lancôme’s concept store through Weibo, creating organic, user-generated content by sharing their experience with millions of their followers.
Other highlights included new product launch activities such as the ‘Génifique’ zone, which employed touch-screen gaming technology to create a special platform on which guests could experience Génifique Sensitive. Guests were also given the opportunity to be the first to experience Lancôme’s new Miracle Secret fragrance and the newly launched L’absolu Gloss.
Following its launch in Seoul, the ‘Declaring Happiness’ campaign arrived in Singapore with a Lancôme Holiday Wonders pop-up store at Changi Airport on 16 October. The launch event was officiated with a ribbon cutting ceremony and Champagne toast attended by VIPs and partners, followed by a speech given by Tao Zhang.
The Lancôme Holiday Wonders pop-up store, open from 8 October to 10 November, is designed to captivate travellers at Singapore Changi Airport with multi-dimensional retailtainment. The launch event featured the Virtual Mirror, a Lancôme Travel Retail Worldwide exclusive to Changi that allows guests to try on different make-up looks via an augmented reality virtual makeover application.
Guests were also entertained with a Lancôme photo booth at the storefront which featured a backdrop of floating balloons over Paris. For a chance to win the brand’s best-selling L’Absolu Rouge lipstick samples, guests participated in the Lancôme digital touchscreen game.
Consumers at the Lancôme Holiday Wonders Pop-up store will also be treated to a complimentary engraving service for the Lancôme x Singapore luggage tag, an exclusive holiday collectible for those who purchase the ‘Your Perfect Travel Companion’ sets.
The ‘Declaring Happiness’ campaign will be introduced at China Duty Free Group’s Haitang Bay store in November and at Hong Kong International Airport (with The Shilla Duty Free) in December.
