HAINAN, CHINA. Lancôme Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to launch the Lancôme Holiday Express campaign at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza (Block C).
Described as a “voyage à la française”, the whimsical train-themed installation marks the grand finale of the brand’s 90th anniversary celebrations.
It takes travellers on a sensorial journey complete with beauty discovery, personalised experiences and patisseries crafted in collaboration with French patisserie, L’Éclair de Génie.
It is running across two festive periods from 1-29 November and 1-30 January 2026 in Block C’s main atrium.
The concept embraces L’Oréal Travel Retail’s recently revealed ‘Journey of the Senses’ strategy. The aim is to turn the journey into the destination by creating elevated and memorable experiences for travellers.
Sense of time
Each element of the activation, from the train-themed façade and immersive soundscape to the personalised service and exclusive gifting, evokes Lancôme’s values of “grandeur, generosity and togetherness” in celebration of the beauty brand’s 90th anniversary.
Sense of travel
Guests are greeted by train conductors and receive personalised tickets to begin their journey. Inside the Holiday Express, Lancôme scents and ambient music immerse visitors into the spirit of train travel and Lancôme’s rich brand universe.
Sense of place
In a nod to French savoir-faire, Lancôme has partnered with acclaimed Parisian pâtisserie L’Éclair de Génie to create exclusive patisseries for the activation. Travellers can enjoy a trio of Champagne-inspired éclairs, filled with raspberry and lemon cream and finished with popping candy.
The éclairs are available in three playful motifs, such as a train ticket, whistle and conductor’s cap. Oversized gourmandise éclair sculptures, including a whimsical éclair lamp and telephone, offer photo opportunities throughout the space.
Sense of service
Guests continue their journey in the Holiday Express cabins, where expert beauty advisors offer Lancôme Skin Screen consultations, product recommendations and pampering hand massages.
Sense of gifting
The experience culminates in the Ooh La La gifting area, inspired by elegant luggage compartments. Travellers can discover limited-edition Lancôme Holiday sets, customisable éclair leather charms with whistles and mini pink luggage accessories.
Sense of exclusivity
As a worldwide-exclusive travel retail experience, the Lancôme Holiday Express embodies L’Oréal Travel Retail’s continued commitment to creating immersive, joyful and memorable activations for travellers.
L’Oreal Travel Retail Asia Pacific Managing Director Jesus Abia commented, “This holiday season, we’re inviting travellers to rediscover the inner child and connect with the magic of the holidays, travel and beauty.
“Launching the Lancôme Holiday Express as a world-first concept for Lancôme’s 90th anniversary is a massive milestone for L’Oreal Travel Retail, perfectly illustrating our commitment to pioneering and relentlessly pushing the boundaries of the travel retail experience.
“This spectacular experience is meticulously designed to transform transactions into best-in-class events, ensuring L’Oréal continues to lead the future of luxury travel retail across the region.”
Lancôme Travel Retail Asia Pacific General Manager Linda Wang added, “Our 90th anniversary is truly an extraordinary brand moment and we couldn’t think of a more fitting grand finale to our celebrations than the world’s first Lancôme Holiday Express for travellers.
“From the dreamy pink train to our delightful L’Éclair de Génie collaboration and our ‘ooh la la’ souvenirs, every element is designed to be unexpected and irresistible.
“This is how we elevate Lancôme’s grandeur, travel retail differentiation and celebrate our brand value: creating happiness through beauty since 1935.” 🏝️
