CHINA. Make Up For Ever, owned by LVMH Group, has unveiled a striking new flagship boutique at the cdf Haikou International Duty Free Shopping Complex in partnership with China Duty Free Group (CDFG).
The 63sq m store is located on the second floor of the complex. Described by the brand as a ‘heaven for all beauty lovers’, the boutique offers a curated selection of Make Up For Ever best-sellers, bolstered by professional makeup services designed to cater to both beginners and experts alike.
The store is a new retail concept which is inspired by the makeup case used by Make Up For Ever Founder Dany Sanz. It features a sleek black, white and red colour palette, with the inspiration brought to life via a red box within the store.
Vibrant red tiles cut through the store from the entrance, creating instant visual impact that draws shoppers’ attention to a digital screen that highlights the latest Make Up For Ever promotions and new launches. A red carpet is laid out to welcome shoppers as they enter the boutique.
The Pro Collective is a key focal point. It is a collective of the world’s top makeup artists who have come together to promote makeup artistry and know-how. The Pro Collective works together to co-create high-performance products for Make Up For Ever that encourage users to embrace their inner beauty and ‘unleash their personal edge’, the brand owner said.
This ethos is brought to life in the Brand Immersion Room, which takes shoppers into the Make Up For Ever brand universe through a rotating roster of experiences and digital engagement activities. This includes photo pop-up studios; livestream hang outs and many more.
Make Up For Ever will soon launch an HD Skin #FOCUSONME Photo Studio in the Brand Immersion Room, which will highlight a line-up of high-performance products. In the studio, customers can step in, play with the products and snap portrait photos.
The Tech Powered Complexion Exploratory Bar is another standout element. Here, shoppers can discover different Make Up Forever best-sellers based on their skin type.
The bar has an intuitive exploratory interface that guides shoppers through each step of Make Up For Ever’s HD Skin makeup routine. It helps customers choose products based on their skin type and offers pro tips on how to apply the products. The bar also recommends the right tools and application steps to achieve customers’ desired makeup looks.
An interactive play table invites shoppers to embrace their creativity and experiment with various Make Up For Ever products. Shoppers can request one-on-one consultations with Make Up For Ever Beauty Advisors for foundation shade matching or enjoy a ten-minute complimentary touch-up service. Make Up For Ever will soon be launching full and customised makeover services in coming months.
Travellers can commemorate their visit to the Make Up For Ever flagship boutique by taking selfies at the photo wall in-store. The photo wall was inspired by the sleek curves and packaging of the brand’s popular HD Skin Foundation product. It features four coloured caps to emphasise the line’s four skin tone families and 40 inclusive shades.
Make Up For Ever Regional Brand General Manager Travel Retail Asia Pacific & Sea-Oceania Keith Teoh commented: “We are excited to introduce this new concept, looking to tell the stories of the brand: from the Pro Collective visual showcasing the 40 international makeup artists co-creating our products to the makeup case design elements throughout the store, which evoke how our founder Dany used to carry her makeup.
“We hope to let our customers fully immerse in the brand universe with the exciting activities lined up in the coming year.” ✈
