Christian Louboutin makes stylish beauty debut with CDFG in Sanya

CHINA. Puig and China Duty Free Group (CDFG) celebrated the opening of a new Christian Louboutin counter at the Sanya International Duty Free Shopping Complex in Haitang Bay with a stylish, colourful launch event on 10 December.

The counter is located on the second floor of the CDF Mall and offers the brand’s full range of luxury beauty products. It opened to shoppers in November.

A dazzling magic show, celebrity ambassadors and livestream promotions bring ‘magic and enchantment’ to Hainan to celebrate the opening of the Christian Louboutin space

The launch event drove brand awareness, consumer engagement and customer traffic to the brand’s newly-opened space. It also showcased the brand’s new Loubiworld fragrance collection.

The event was attended by senior executives from Puig and CDFG, KOLs as well as Christian Louboutin Fragrance Ambassador Fan Cheng Cheng. Fan is a Chinese singer, rapper and actor. He is a member of Chinese pop group Nine Percent and formerly of Nex7.

Christian Louboutin Fragrance Ambassador Fan Cheng Cheng attended the magical event and interacted with his fans
The Christian Louboutin counter, which opened at the end of November, is located on the second floor of the CDF Mall and dressed in striking Louboutin-red

A high-profile activation featured in the main atrium of the shopping complex with the main stage dressed in Christian Louboutin’s signature red shade. It was decorated with whimsical design elements which included a Vespa, hot air balloon and fragrance discovery bar.

“We are delighted to strengthen our niche beauty offer at Haitang Bay with the launch of renowned luxury brand Christian Louboutin,” commented China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang.

“The partnership exemplifies our commitment to bringing exceptional beauty experiences to consumers in Hainan and we look forward to further collaborations with Puig in Hainan and beyond.”

Surprise and delight: Fans were able to go onstage and take pictures with the various whimsical elements of the pop-up

Some highlights from the colourful event included a Louboutin-themed magic performance, which incorporated some of the brand’s most popular products and audience engagement with Fan.

At the end of the event, shoppers were able to go up onstage, discover the ‘Loubiworld’ fragrance line and take photos with the visual displays onstage.

To extend its digital footprint, the KOLs in attendance covered the event on their social media channels. It was also livestreamed on CDFG’s WeChat and Weibo accounts, reaching over 3.5 million views.

(Left to right) Puig Travel Retail APAC Area Sales Director North Asia Natalia Colomer; China Duty Free Group Vice President Hainan Duty Free & Assistant General Manager Sanya Downtown Duty Free Tina Zhang; Christian Louboutin Brand Ambassador Fan Cheng Cheng; China Duty Free Group, Marketing Director Sanya Downtown Duty Free Lucy Jin
The event drew huge crowds at the main atrium of the CDF Mall

Puig Travel Retail Asia Pacific General Manager Ryan Lee added, “We are honoured to have Christian Louboutin join the curated selection of beauty brands here at Sanya International Duty Free Shopping Complex — one of the world’s most iconic duty free shopping destinations.

“I would like to extend my thanks to our strategic partner China Duty Free Group, for their support in bringing the magic of Christian Louboutin to consumers in Hainan and I look forward to seeing our partnership flourish.”

A fragrance discovery bar, showcasing the Loubiworld range, was one of the key highlights of the activation
Fan participated in the magic show – which engaged and entertained audiences during the launch event

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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