CHINA. L’Oréal Travel Retail Asia Pacific and China Duty Free Group (CDFG) joined forces recently to open a two-floor pop-up in Hainan for Maison Margiela Fragrances.
The pop-up offered a series of immersive experiences, which showcased the brand’s signature Replica fragrances, ‘Lazy Sunday Morning’ and ‘Sailing Day’. It ran from 9 June until 10 July at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The animation was called #MaisonMargielaLSM. The multi-sensorial space recreated a typical lazy Sunday morning using oversized pillows and cushions, and brought Sailing Day to life using evocative ocean-themed designs.
The first floor showcased classic products from the Maison Margiela Replica fragrance line, while an interactive installation displayed the fragrance notes on a LED screen. The second floor presented the brand’s bath, body and home fragrance products which included a body lotion, shower gel, and candles.
The pop-up was a pioneering initiative in both h-tech retailtainment and sustainability. Visitors were able to light up a sensory candle wall by simply waving their hands. The activation was also constructed using eco-friendly, recycled and renewable materials.
The #MaisonMargielaLSM animation was launched with an opening ceremony on 5 July. It was attended by Maison Margiela Brand Ambassador Chinese singer and actress Chris Lee and executives from both L’Oréal Travel Retail Asia Pacific and China Duty Free Group. The event featured a video which celebrated Lee’s three-year journey with the brand.
On 10 July, Maison Margiela held another event hosted by Chinese actor and singer Jing Boran. Boran is Maison Margiela’s Home Fragrances Ambassador. He introduced the immersive Maison Margiela Fragrances home experience, which featured Replica bath & body and home fragrance products.
He also visited the pop-up store and shared his experience with fans through a livestream broadcast.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said: “Scent, we believe, is the key to finding your memories. The unique storytelling of Maison Margiela Fragrances is an important reason for the brand’s success.
“Today, we are glad to see more and more consumers enrich their lives with scents. We hope that this event can help more Chinese consumers know and love the brand. Not only for the fragrances, but also to discover more on our new scented lifestyle collections. In the meantime, we look forward to more future collaborations with CDFG to bring our local consumers more beautiful memories.”
China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang added: “We are honoured to be working with Maison Margiela Fragrances again. This collaboration is a response to the love for Maison Margiela Fragrances in our Hainan market.
“The fresh ideas constantly brought by the brand will also help us to bring a more diverse shopping experience to our consumers. We’re very happy to have witnessed the great success and we hope to have more brands to join forces with us.”
The Moodie Davitt Report last week launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story is dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition will be published in October. To subscribe free of charge please email Kristyn@MoodieDavittReport.com
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
