CHINA. L’Oréal Travel Retail Asia Pacific has lauded the success of its partnership with China Duty Free Group to host the Absolue L’Extrait Black Longevity Retreat Spa from 25 March to 6 May at The Sanya Edition in Hainan.
This customer relationship management (CRM) collaboration celebrated the relaunch of Absolue L’Extrait, the Lancôme brand’s ‘crown black jewel’.
The experience was aimed at recruiting CDFG’s high net-worth clientele – not just from perfumes & cosmetics, but also from other luxury categories such as jewellery & fashion.
VVIPs from leading Chinese online travel agency Tongcheng were invited to attend via precision targeting.
This year marks the start of a new era for Lancôme with a range of key initiatives. Absolue L’Extrait is undergoing a complete reformulation and packaging reinvention.
Lancôme has incorporated L’Oreal Group’s latest biotechnological breakthrough into its star product – L’Extrait The Elixir Cream.
Lancôme laboratories have also developed Absolue L’Extrait using an adaptive micro-ferment called Blackbiosis.
According to L’Oréal, this ingredient supports the Absolue Perpetual Rose combined with the Perpetual Rose extract. It has been shown to increase skin’s nicotinamide adenine dinucleotide by +43%, helping to correct and prevent signs of ageing.
Creating an immersive experience
The Black Longevity Retreat began by transporting VVIP guests to Plateau de Valensole in France – the origin of Lancôme Absolue Perpetual Rose.
An immersive tunnel demonstrated the selection, amplification and extraction process of the Absolue Blackbiosis micro-ferment from the soil at the roots of the organically grown Perpetual Rose on the Valensole plateau.
Trained Lancôme therapists performed a 45-minute facial using the new L’Extrait Elixir range including Lotion Mist, Serum, Face and Eye Cream.
Specialised L’Extrait tools, both heated and cooled, were used to facilitate product absorption and reduce puffiness around the eyes. The treatment also included the Absolue Sheet Mask and a hand massage.
Recognising the trend of VVIP travellers seeking distinct learning and cultural experiences, Lancôme’s Black Longevity Spa offered exclusive activities beyond traditional spa treatments.
Guests enjoyed an apéritif created in collaboration with Edition Hotel’s chef, featuring ingredients from the south of France inspired by Lancôme’s heritage.
Additionally, VVIPs participated in cloisonné enamel (traditional Chinese art) workshops, creating their own souvenirs.
Lancôme Travel Retail Asia Pacific General Manager Linda Wang said: “Lancôme Absolue continues to push the boundary of luxury experience with our L’Extrait VIP activation, recognising that new luxury travellers are seeking unique offerings beyond products.
“We are excited to partner with China Duty Free Group and their CRM programme to pioneer and reimagine a truly unique yet culturally relevant VVIP experience tailored for the top spending-tier travellers in Hainan.”
China Duty Free Group Vice President Merchandising, Perfume and Cosmetics Dorothy Liu remarked: “We extend our sincere thanks to Lancôme for their innovative VIP experience format, which has delighted our esteemed customers.
“We look forward to future breakthrough collaborations that will continue to captivate and inspire. Together, we will explore new possibilities of luxury experience within travel retail.” ✈
