CHINA. KOSÉ Travel Retail is promoting its global ‘Emulsion First’ campaign with the ‘DECORTÉ and I’ summer takeover in Hainan.
The O2O takeover offers pre- during and post-trip engagement and combines dynamic real-life experiences with targeted digital communications.
DECORTÉ engages with travellers ahead of their trips by launching a promotional DECORTÉ campaign on Chinese online travel agent Ctrip.
Upon arrival to Hainan, travellers can explore multiple pop-up locations at the cdf Haikou Mova Mall, Times DF Haikou Mission Hills, GDF Plaza, cdf Sanya International Duty Free Shopping Complex, Hainan Tourism Duty Free Shopping Complex and Wangfujing International Duty-Free Harbour City.
On 28 July, DECORTÉ hosted a celebrity event at the cdf Sanya International Duty Free Shopping Complex starring DECORTÉ Global Skincare Ambassador, Chinese singer Zhang Yixing.
Zhang is known for his roles in reality programmes Street Dance of China, Go Fighting! and Idol Producer. He is best-known as being a former member of the pop group EXO.
The event was also attended by KOSÉ Travel Retail President Shu Shibue and VIPs from China Duty Free Group. Zhang played games and shared his favourite DECORTÉ products with fans. He also read fan letters that were collected at the various pop-up stores.
On 29 July, DECORTÉ hosted a special Weibo livestream in partnership with China Duty Free Group (CDFG).
The vibrant, purple-coloured animations feature summer-themed beach motifs, highlighting DECORTÉ’s ‘Emulsion First’ message. Emulsion First encourages travellers to use the DECORTÉ Emulsion before the DECORTÉ Lotion to allow the products to penetrate more effectively.
Each animation offers a number of digital and in-person retailtainment elements. A large ‘see-saw’ game is a standout element and educates travellers on the skin barrier repairing efficacy of DECORTÉ’s products.
After completing the game, travellers receive free samples by way of a sampling machine. They can also receive luxurious hand massages and write fan letters to Zhang and send them at the pop-ups.
An augmented reality installation zone is another standout feature. Travellers are invited to follow DECORTÉ’S WeChat Mini Program where they can play an online game that is inspired by the bubble-like shape of the DECORTÉ’s Advanced Liposome Serum.
The game takes players through a playful underwater world together with Zhang. The underwater theme reflects the campaign’s summer motifs and is a playful reference to Zhang’s fan nickname ‘Shellfish’.
KOSÉ Travel Retail is promoting the campaign with large scale ooh visuals throughout the island as well as social media activity on WeChat, Weibo and Red.
KOSÉ Travel Retail President Shu Shibue commented: “Since its establishment in 2020, KOSÉ Travel Retail has continued to refine every aspect of our in-store experience with our customers — including digital and in-store customer services — to empower travel retail consumers around the world through beauty.
“In order to deliver this mission directly to our customers, we hosted a large-scale experiential promotion in Hainan throughout July for our DECORTÉ brand in partnership with key retailers.
“I visited Hainan myself for the first time since the pandemic, and was very moved to see so many customers smiling as they picked up and experienced DECORTÉ products. This gave me a sense of the future potential of DECORTÉ and the wider travel retail business. We will continue to build on our strong relationships with travel retailers to provide as many customers as possible with wonderful DECORTÉ encounters.”
Emulsion First
One of DECORTÉ’s core philosophies is to ensure that its products work effectively. The ‘Emulsion First’ campaign encourages consumers to use the emulsion first as it enhances the penetration of the DECORTÉ lotion.
The DECORTÉ Emulsion nourishes the skin and supplements lipids and other water-retaining ingredients, softening the top layers of the skin and therefore enhancing the efficacy of the DECORTÉ Lotion, which is the next step of the DECORTÉ Skin System. ✈
