CHINA. Coty Travel Retail Asia Pacific has partnered with Hainan Development Holdings (HDH) and Alipay to launch the ‘Around the World’ multi-brand fragrance pop-up at the HDH-owned Global Premium Duty Free (GDF) Plaza.
The pop-up ran from 10-30 June and featured Coty’s Chloé, Miu Miu and Marc Jacobs brands.
As reported, GDF Plaza posted a +120% year-on-year rise in sales for the second quarter of 2022 driven by a series of innovative promotions including digital coupons and pop-up stores.
According to GDF Plaza, Around the World drove a +94% growth for Coty brands at the shopping complex in Q2 compared with the first quarter.
Around the World was designed around the themes of travel and fragrance discovery. It featured a curated selection of best-sellers from each of the brands, brought to life by a series of engaging retailtainment elements.
The animation occupied a bright glass structure decorated with a sparkling hot air balloon. The hot air balloon motif was also the focal point of the store’s interior and invited shoppers to embark on a journey with Coty’s brands.
Elegant floral illustrations decorated the Chloé podium and reflected the free-spirited femininity of the brand. A charm customisation service was a notable feature of the Chloé brand zone, which enabled travellers to engrave their initials on fragrance bottle charms. Elsewhere, a ribbon printing station gave shoppers custom-printed ribbons to use as bracelets or to decorate their shopping bags.
At the Miu Miu zone, shoppers were greeted with heart-shaped visuals and whimsical fragrance bottles, while bright illustrations and daisy graphics decorated the Marc Jacobs area.
By scanning a QR code, visitors were led to an exclusive online app which let them take augmented-reality enabled selfies with dynamic photo effects and hot air balloon filters.
The pop-up’s reach was extended to the digital world, thanks to Coty’s partnership with Alipay.
During the animation period, shoppers were able to search ‘Duty Free Shopping (免税购)’ in the Alipay App and were directed to the ‘Coty Travel Around The World’ ecommerce platform. Here, visitors were able to pre-order, collect brand coupons and unlock deals ahead of their visit to Hainan.
Chinese singer/actress Cheng Xiao visited the pop-up store, adding star power to the animation. Cheng shared her favourite fragrances and well wishes to fans, sharing her Coty Around the World experience on social media. She is best-known as a member of the South Korean-Chinese girl group WJSN.
In addition, a high-profile ooh media campaign at GDF Plaza drove traffic to the pop-up.
Behind the pop-up, Coty launched a complimentary animation from Chloé called ‘Atelier Des Fleurs’. The pop-up, which was dressed like a flower shop, highlighted the feminine, creative and elegant aesthetic of Chloé’s Atelier Des Fleurs fragrance collection.
For Atelier Des Fleurs, Chloé invited renowned perfumers to choose their favourite plant or flower and create an exclusive fragrance around it. At the atelier, shoppers were able to customise their own fragrance bouquet by choosing different scents in the line.
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