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HAINAN, CHINA. French skincare brand Clarins, in partnership with China Duty Free Group (CDFG), unveiled an Explore Beautifully pop-up at the cdf Haikou International Duty Free Shopping Complex in Hainan in late 2023.
The immersive activation opened in November, spotlighting the brand’s approach towards sustainability and environmental responsibility.
It featured four zones, starting with a QR code that visitors could scan to activate a digital guide to the Clarins Beauty Trail via a WeChat mini programme.
This guide enabled travellers to gather digital stamps as they explored the nature-inspired space. Upon completion, participants had the opportunity to receive tailored Clarins products.
The second zone focused on sustainably sourced ingredients that are key to Clarins skincare, and how the brand gives back to communities and the consumer.
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Shoppers that correctly matched ethically sourced ingredients to their respective regions were rewarded with an illuminated digital map.
Zone three offered a Personalised Beauty Routine with a Clarins beauty expert, who assessed skincare needs and provided advice and solutions.
The last zone allowed travellers to make an interactive commitment on a digital pledge wall and contribute to Clarins’ sustainability drive. Every visitor received a gift upon completion.
Thanks to a collaboration with the BlueRibbon Ocean Conservation Association, a mangrove tree was planted for every pledge made either at the pop-up or on the website in Hainan.
The 360-degree omnichannel experience incorporated digital touchpoints such as a livestream and a dedicated pledge website. On 2 November Chinese singer-actor Daniel Zhou led the livestream across CDFG platforms, recording more than 17 million viewers.
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Clarins noted: “The allure of travel destinations can be preserved and enhanced if we remain steadfast in our efforts to safeguard the natural beauty surrounding us.
“As global citizens, our intrinsic curiosity and desire to immerse ourselves in the wonders of nature carry the profound responsibility of conservation.”
Eco-design was pivotal in the development of the Explore Beautifully pop-up, influencing all aspects from conception to material selection. Emphasis was placed on minimising material usage while maintaining aesthetic appeal.
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The space incorporated a range of sustainable materials with environmental certifications, prioritising use of recycled or recyclable elements.
The featured ironware was organised for recycling and reuse, and the composition of acrylic consisted of 80% recycled post-consumer acrylic.
The wood panels used at the pop-up held FSC certification, in line with the practice adopted for all wood used at Clarins since 2019.
Clarins’ sustainability initiatives extend to product packaging – the outer carton for travel retail-exclusive sets is crafted from FSC-certified paper from sustainably managed forests.
The packaging is printed with soy-based ink and is free from cellophane wrapping. Additionally, the gift pouches are fashioned from eco-friendly materials such as natural fibres.
CDFG Deputy General Manager – Perfume & Cosmetics, Central Merchandising Division Dorothy Liu said: “CDFG is pleased to support Clarins in this Explore Beautifully pop-up where we can have the opportunity to educate travellers and consumers alike on the finer points of Clarins ingredient sourcing, ethical product formulation and eco-conscious packaging.
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“The strong commitment of Clarins to responsible beauty is especially inspiring and we are honoured to be able to work together to bring this beautiful story to our consumers.”
Clarins Global Travel Retail President Alexandre Callens remarked: “Once more, we are delighted to have collaborated with CDFG and rolled out Explore Beautifully, our exceptional from-plant-to-jar ingredient story.
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“This pop-up again expresses Clarins’ deeply rooted dedication to sustainability and brings a new spotlight to our unwavering commitment towards our mission: ‘Making lives more beautiful, passing on a more beautiful planet’.”
The Explore Beautifully campaign made its way around Asia, including Hong Kong and Singapore, in November 2023, followed by Thailand in December.
The pledges collected will contribute to tree plantation in Darjeeling, India. This is being carried out through a partnership with PUR Projet, preserving biodiversity in cooperation with local communities. ✈
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