CHINA. Lancôme Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to light up Hainan with the ‘Create Happiness Everywhere You Go’ takeover.
The Lunar New Year campaign features an impressive seven pop-ups in Hainan and extended reality (XR) livestream. It will run until 28 February.
Lancôme has been ramping up the Lunar New Year festivities in Hainan with a spectacular light show in Haikou’s Qilou Old Street, a popular tourist landmark. The street is known for blending European and Asian architecture, making it the ideal location for the campaign, which celebrates Lancôme’s heritage and the vibrancy of Hainan.
China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang commented, “CDFG is pleased to partner once again with Lancôme Travel Retail Asia Pacific for another successful Lunar New Year celebration.
“The ‘Create Happiness Wherever You Go’ campaign is one of the best practices of how China Duty Free Group collaborates with brands to create exceptional experiences and satisfy consumers’ diverse needs.”
Wang added, “Lancôme has proven once again that it can push the boundaries of consumer engagement as showcased by their innovative XR livestream, dazzling Lunar New Year event, and artistic takeovers around Haikou. On behalf of the China Duty Free Group, we would like to wish all our friends and partners a very Happy New Year of the Tiger.”
One of the takeover’s core elements is an aspirational pop-up experience at the Haikou Mova Mall, which features a lantern-shaped 3D LED screen.
The 3D LED screen shines the light on Lancôme hero products: the Absolue Soft Cream and the Lunar New Year limited-edition expression of the Advanced Génifique Youth Activating Concentrate.
The concentrate’s bottle has been reimagined with a colourful design inspired by the traditional ‘Dan’ character, which is the lead female character of the Beijing Opera. The limited-edition packaging reinterprets traditional Chinese feminine codes and with contemporary motifs from Lancôme.
The pop-up showcases several retailtainment and O2O elements that immerse shoppers in Lancôme’s brand universe. Some notable features include a touchless fragrance experience that brings the Lancôme’s refreshed Miracle fragrance to life, by offering a message of good fortune when sprayed.
The skincare zone has an RFID sensor-activated interactive wall that underscores the scientific innovations that power the brand’s skincare products. The final stop enables travellers to capture 3D videos with the vibrant campaign colours and motifs flying around them. As an added gifting element, shoppers can create their own personalised red envelopes [a Lunar New Year tradition] that can be gifted to family and friends.
“To celebrate this Lunar New Year, we are extremely excited to unveil Lancôme’s ‘Create Happiness Wherever You Go’ campaign with a remarkable Lancôme takeover of Hainan,” commented L’Oréal Travel Retail Asia Pacific Lancôme General Manager Stevie Wong.
“We are pleased to collaborate with CDFG to deliver unforgettable brand experiences with digital and innovative retailtainment, that continue to amaze Hainan travellers. On behalf of the Lancôme Travel Retail Asia Pacific family, we wish all our Lancôme friends and family around the globe a very prosperous and healthy Lunar New Year 2022.”
The Lancôme ‘Create Happiness Everywhere You Go’ takeover was celebrated with a glamorous opening ceremony at the Haikou Mova Mall on 10 February. The event was attended by Lancôme Brand Ambassador Gina Jin and renowned Chinese actor Liu Jia. Jin is known for her roles in television series ‘Wu Xin: The Monster Killer’ and ‘Candle in the Tomb’.
The major event also featured powerful live performances from Beijing-based American singer Annie Kathryn Lowdermilk, the Tailor’s Shop Band, acclaimed Chinese dancer Gai Gai and the Gong Luo New Art Ensemble. It culminated with a spectacular laser light show.
Extending the takeover’s reach to the digital realm, Lancôme Travel Retail Asia Pacific partnered with leading Chinese KOL Kakakaoo to host an extended reality (XR) livestream alongside Gina Jin and Liu Jia.
The livestream was broadcast on 11 February and featured a virtual replica of the Haikou Mova Mall pop-up and the Qilou Old Street animation. The innovative livestream took online viewers through a simulated physical pop-up experience, reaching a viewership of 18 million on CDFG’s Haikou Mova Mall Weibo channel.
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