MACAU, CHINA. Natural beauty brand fresh has partnered with DFS Group to launch a garden-themed pop-up store at T Galleria by DFS, Macau, Shoppes at Four Seasons.
The Black Tea Sensorial Garden animation is centred on the Black Tea Advanced Age Renewal Eye Cream and is running throughout March.
Resembling a blue gift box, the animation highlights fresh’s gifting appeal. It showcases three hero products: the Black Tea Advanced Age Renewal Eye Cream, Black Tea Advanced Age Renewal Face Cream and Kombucha Facial Treatment Essence.
Lush foliage and flowers create an atmosphere of calm as visitors enjoy different multi-sensorial experiences at the pop-up. The Powerboost Wellness Tea Bar is a standout element and highlights fresh’s strong links with tea, one of the key ingredients across its skincare formulations and a well-known ingredient in health and wellbeing.
At the Powerboost Wellness Tea Bar, shoppers are guided through a personalised skincare consultation before joining a DIY tea-brewing workshop. Customers can create their own personalised blend of tea ingredients, inspired by the Black Tea Advanced Age Renewal Eye Cream. Popular ingredients include antioxidant-rich black tea, dried rambutan and wild ginger leaf.
A photo zone invites travellers to take commemorative selfies of their visits and use a fresh-themed photo filter before printing their photos as special souvenirs.
A digital game, featuring a bespoke augmented-reality photo filter, has been launched across fresh stores in Asia Pacific travel retail. The game embraces the brand’s ‘Kind but powerful’ mantra and captures different moments that can be elevated with personal messages. It also features a digitalised version of the fresh pop-up at the T Galleria by DFS, Macau, Shoppes at Four Seasons.
The pop-up is supported by an omnichannel campaign, which engages with travellers at various touchpoints and incorporates targeted online and social media activations to build brand awareness and drive traffic to the pop-up.
It is running on Chinese online travel platform Ctrip and features high-profile KOL activities.
The campaign targets Macau travellers with call-to-actions that invite them to try fresh’s offerings and redeem free samples at the pop-up.
The Black Tea Advanced Age Renewal Eye Cream is the latest addition to fresh’s hero Black Tea franchise. The cream has been upgraded with patented BT Matrix, a blend of antioxidant black tea and rambutan leaf extracts that deliver gentle, retinol-like results.
The Black Tea Advanced Age Renewal Eye Cream is designed to address the signs of ageing and fatigue around the eye area. It improves dark circles, firmness and smoothness.
The eye cream can be paired with the Fresh Black Tea Advanced Age Renewal Cream for added efficacy. Both products correct the signs of ageing while remaining gentle on the skin. ✈
