CHINA. L’Oréal Travel Retail has opened an elegant Aesop flagship store at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay in partnership with China Duty Free Group (CDFG).
Aesop was acquired by L’Oréal for US$3.7 billion in August 2023 and has been steadily expanding in travel retail.
The store, officially opened on 23 December, aligns with L’Oréal Travel Retail’s vision to reinvent the traveller experience through immersive and engaging environments, the company said.
Aesop’s approach to retail design is deeply rooted in responding to each location’s character, and this latest launch offers a distinctive sensorial experience that connects Aesop’s brand identity with Hainan elements.
Inspired by the island’s natural beauty, the design evokes the interplay of light refracting through water, capturing the essence of swimming beneath the surface.
A pioneering design element is using algae as an architectural material. Featured in light fixtures suspended from the ceiling, the organic matter casts illuminating waves across the store, enhancing the immersive aquatic-inspired atmosphere. The algae reflects Aesop’s continued commitment to sustainability and material innovation, reinforcing the brand’s dedication to environmentally conscious design.
The store extends beyond aesthetics to offer a deeply engaging customer experience. Warm hospitality, bespoke consultations and sensory exploration of Aesop’s formulations are central to the space.
Signature brand elements, such as a welcoming cup of tea and an oshibori (hot towel), elevate the customer journey. In addition, visitors can discover the brand’s unconventional Eaux de Parfum range in a dedicated fragrance area designed to deepen the connection between scent and memory.
To celebrate the opening, Aesop is offering customers a sensorial tea experience for a limited time. Guests can sample local Hainan tea flavours while exploring the space. After their visit, they can take home a printed neighbourhood guide which offers a curated sensory journey through the island’s cultural and natural landmarks.
CDFG Vice President/Deputy General Manager, Product Merchant Department Dorothy Liu commented: “We are pleased to welcome Aesop, a brand of distinct creativity and inspiration, to our flagship travel retail destination in Hainan.
“Challenging convention and cultivating novel experiences for our discerning clientele remains a central pursuit. We celebrate Aesop’s successful opening and anticipate further collaborations in the years to come.”
“A momentous occasion unfolds with the arrival of Aesop’s first travel retail destination in Hainan,” commented L’Oréal Travel Retail Asia Pacific Managing Director Jesus Abia.
“The interplay between Aesop and its environment is a defining characteristic of the brand. Here in Hainan, the store’s inherent connection to nature and considered design elevates the journey, enriching skin, senses, self and surrounds. We look forward to unparalleled immersive retail experiences for our travellers.”
The interplay of light and water Conceived by Aesop’s in-house design team, the store’s architecture evokes the immersive experience of swimming beneath the ocean’s surface. Its design mimics sunlight refracting through water and creating light patterns on the ocean floor. The boutique’s expansive proportions and large ceiling oculi installation allow light to penetrate the space, enhancing the feeling of being within a deep-sea cavern. To realise this concept, Aesop embraced an unconventional architectural material, algae, despite the challenges posed by Hainan’s high humidity levels. The Aesop design team coated 2,000 aluminium pieces – suspended from the ceiling – and a four-metre entrance column with algae. Its inherent hydrophilic properties meant it risked absorbing moisture which could lead to complications.
To overcome this, Aesop collaborated with experimental designer and Other Matter Founder Jessie French to develop an innovative preservation technique. The process ensured that the organic material retained its integrity while remaining biodegradable. French is a pioneer in algae-based bioplastics, her work explores the potential of a post-petrochemical world through material innovation, closed-loop systems and regenerative design. The algae-clad structures serve as an atmospheric frame around the store’s central basins, a key feature in any Aesop flagship. Here, customers can sample Aesop’s skin, hair and body products in a sensorial manner. |
A history of quality, craftsmanship and innovation
Founded in 1987 by hair stylist and beauty entrepreneur Dennis Paphitis, Aesop initially focused on the use of essential oils to treat colour-damaged hair.
Today, the brand offers more than 100 formulations across skincare, bodycare and home fragrances and is available in over 25 countries.
The name Aesop, taken from the ancient storyteller and fabulist, reflects the founder’s Greek heritage and is a sly nod to the often fantastical claims made by the cosmetics industry. Over the decades, Aesop has held on to its distinctive approach, creating products that have become known for their innovative scents, plant-based ingredients and understated amber packaging. 🏝️
