HAINAN, CHINA. Givenchy Beauty Travel Retail Asia Pacific (LVMH Beauty) partnered with China Duty Free Group (CDFG) for a high-profile ‘One-Day Store Manager’ celebrity event at the cdf Sanya International Duty Free Shopping Complex (cdf Sanya) on 2 October.
The event, held during Golden Week (1-8 October), featured Thai-German singer Patrick Yin (尹浩宇) as guest store manager at the Givenchy flagship boutique for one day.
Travellers were offered an exclusive meet-and-greet opportunity with Patrick Yin, which generated strong anticipation across social platforms during the lead-up to the event. All available slots were secured shortly after the announcement, Givenchy said.
The event spotlighted Givenchy’s Le Rouge Velvet Matte and formed part of a wider strategy to drive discovery and conversion during the peak Golden Week holiday period.
On the day, Patrick Yin welcomed select guests into the boutique for a private tour and meet and greet. The singer shared his thoughts on the Le Rouge Velvet Matte collection and helped visitors discover key shades, such as N05 George V, P227 Pink Silhouette and P09 Blushing Tulle.
Digital amplification played a central role in extending the initiative’s impact. Social media content featuring Patrick Yin generated 8.7 million impressions across Weibo, Xiaohongshu and Instagram, supported by more than 500 posts of user-generated content from travellers and fans.
CDFG reinforced visibility through livestreams, social channels and high-profile OOH media at the cdf Mall.
According to the partners, sales on event day contributed to a “record-high” performance for Givenchy Beauty during the Golden Week period. In addition, Le Rouge Velvet Matte emerged as the top-performing Givenchy Beauty SKU in Sanya across the seven days.
“The One-Day Store Manager activation exemplifies the power of experience-led luxury in travel retail,” said Givenchy Beauty General Manager APAC and Travel Retail Asia Ji-Un Han.
“During one of the most important periods of the year, we transformed high traveller traffic into meaningful brand immersion. This initiative not only strengthened our connection with consumers but also showcased the creativity and precision that define our collaboration with China Duty Free Group.”
Givenchy Beauty’s Le Rouge Velvet Matte franchise is described as a “modern interpretation of matte couture colour”. The line features a skincare-infused formula and 12 shades, from soft nudes to bold reds, tailored to diverse skin tones and occasions. 🏝️
