CHINA. L’Oréal Travel Retail Asia Pacific is welcoming the Year of the Tiger with a dynamic Armani Beauty campaign in Hainan.
Designed with the theme ‘New Year, New Strength’, it ran throughout January at China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex before moving to the Hainan Tourism Duty Free Shopping Complex, where it runs until 28 February.
At its heart is a striking bamboo-themed pop-up that showcases Armani Beauty’s best-selling products.
This includes the Sì Passione fragrance, Lip Maestro lipstick, Crema Nero Face Cream, Armani Privé Thé Yulong and a My Armani to Go Cushion new limited edition.
The pop-up incorporates bamboo elements at various touchpoints. In Chinese culture, bamboo represents strength and longevity.
The pop-up is dressed in festive red and gold commanding attention and immersing shoppers in the Armani Beauty brand universe. Designed as a digitalised O2O experience, the animation features several retailtainment and beauty technology elements including mobile integration and virtual try-on.
Shoppers can also print out Chinese couplets, with Lunar New Year blessings, to take home as souvenirs.
In addition, Armani Beauty hosted two different beauty masterclasses on 27 and 28 January at the Hainan Tourism Duty Free Shopping Complex. The masterclasses helped shoppers learn to recreate their favourite Armani Beauty makeup looks.
On 22 and 28 January and on 1 February (Lunar New Year), Armani Beauty hosted spectacular drone shows at the CDF Mall. The dazzling drone show lit up the sky with bamboo formations, festive greetings and Armani Beauty pillar products. The drone show on Lunar New Year was co-hosted by CDFG.
L’Oréal Travel Retail Asia Pacific noted that the use of drones over fireworks resulted in reduced carbon emissions and air pollution compared to traditional Lunar New Year firework displays.
In addition, Armani Beauty has taken over Hainan Tourism Duty Free Shopping Complex’s high-profile 3D LED Wall display with a striking visual animation featuring the same motifs as the drone show. The 3D display runs until 28 February.
The complex, which recently celebrated its first anniversary, is operated by licence holder Hainan Tourism Investment Duty Free Co. (HTDF) with support from Lagardère Travel Retail.
Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
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