CHINA. L’Oréal Travel Retail Asia Pacific has launched an adventurous pop-up store and eye-catching 3D LED screen campaign to celebrate the new Gaïac Eternel fragrance from Atelier Cologne.
The animation ran at the Hainan Tourism Duty Free Shopping Complex (HTDF) from 2-28 June. It was launched in partnership with Lagardère Travel Retail and Hainan Tourism Duty Free Co.
A giant 3D digital screen campaign took over the exterior LED Wall at the complex during the pop-up’s month-long run, building awareness and driving traffic to the animation.
The immersive pop-up combined natural elements with the latest beauty tech innovations to immerse shoppers into the world of Gaïac Eternel.
A giant tree installation was the focal point of the pop-up. It invited shoppers to ‘touch wood’ and activate the tree, which kickstarted a life-ring experience.
Shoppers then embarked on a multi-sensorial treasure hunting experience which started with activating a compass and then exploring a jungle to locate the rare Guaiac wood ingredient. Travellers who completed the journey were rewarded with exclusive gifts.
Gaïac Eternel is a smoky, woody scent. It is the first eau de parfum in Atelier Cologne’s Collection Rare to use Guaiac wood from Paraguay as a top note.
The unisex fragrance is made with 98% natural origin ingredients. It offers Guaiac Wood top notes, Bergamot heart notes and Papyrus notes as its base.
The deep blue and gold flaçon is carved with the coordinates where the core ingredients were harvested. It also features Atelier Cologne’s sustainable manifesto.
Footnote (1) : 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.
Click here to view all back issues. Please email Sinead@MoodieDavittReport.com to subscribe.
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key beauty category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
Coming soonThe Moodie Davitt Report is delighted to announce the launch of 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market. The new digital title, to be launched this month, will be published in Mandarin and English four times a year across multiple platforms.  This exciting new digital magazine from the world’s leading travel retail publisher will focus on all aspects of China’s travel-related ecosystem, including:
To subscribe, please email Kristyn Branisel at Kristyn@MoodieDavittReport.com For advertising and sponsorship enquiries please contact Irene@MoodieDavittReport.com or Sarah@MoodieDavittReport.com. For all editorial enquiries please contact Martin Moodie at Martin@MoodieDavittReport.com |
