CHINA. Dr. Ci:Labo has partnered with China Duty Free Group (CDFG) to unveil its first O2O concept store at the newly opened cdf Haikou International Duty Free Shopping Complex in Hainan. As reported, the extraordinary project features the world’s largest single duty free shopping space (280,000sq m).
The Dr. Ci:Labo store offers an immersive, digitally-driven shopping experience. It is centred around Dr. Ci:Labo’s ‘Omotenashi’ brand ethos.
Omotenashi is the Japanese philosophy of hospitality, which is core to the personalised skincare experience being offered at the boutique. The boutique highlights Dr. Ci:Labo’s clinical heritage and ‘holistic beauty ecosystem’ though combined physical and digital touchpoints.
The O2O Concept store immerses shoppers into the brand universe of Dr. Ci:Labo. They are also introduced to the brand’s Omotenashi spirit by Dr. Shiropy, Dr. Ci:Labo’s mascot. Dr. Shiropy is the digital personification of the brand’s founder, Dr. Shirono.
One of the standout features is a full-height digital screen that takes visitors on a mixed reality journey, powered by a WeChat Mini Program that can be accessed via an in-store QR code. Dr. Shiropy accompanies customers throughout the virtual experience, further solidifying the Omotenashi ethos.
Throughout the month of November, customers are invited to play the SW377 game in the mixed reality experience and collect three ingredients. Afterwards, they receive a Dr. Shiropy luggage tag or get the chance to win a full-sized bottle of Dr. Ci:Labo’s hero product, the SW377.
At the boutique, visitors can buy a number travel retail-exclusive releases including several CDF-exclusives. These are led by the hero 377 range and includes bundles and travel retail-exclusive products from the Brightening Series. They can also shop anti-aging sets with a special focus on the ACG Enrich Lift EX.
To drive conversion, shoppers who spend above certain thresholds can participate in a Gashapon-style (coin machine) gifting game. Customers receive different coloured capsules to redeem a range of gift sets which are packaged in red Dr. Ci:Labo pouches. LED mirrors, embossed with Dr. Ci:Labo’s Kumiko Cross, are also available as a special gift with purchase to celebrate the opening.
“O2O activations are a powerful way to engage our shoppers, delighting them with an immersive experience that stands out,” commented CDFG General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang.
“China Duty Free Group is delighted to partner with Dr. Ci:Labo to bring fresh ideas that combine online and offline experiences into one, attracting the attention and curiosity of travellers at the Haikou International Duty Free Shopping Complex.”
Dr. Ci:Labo Regional Business Development Manager Travel Retail Michelle Tong commented, “Hainan is a strategic market in our three-year expansion plan to engage with digital-savvy Chinese shoppers.
“Extending our brand’s physical footprint with an O2O concept is a natural step forward for us in partnership with China Duty Free Group, whose ambition and vision for the retail experiences of the future align closely with Dr. Ci:Labo’s digital vision.
“Leveraging on technology, we offer shoppers a game-changing travel retail experience while providing our hallmark Omotenashi care and clinical skincare equity in a seamless fashion combining the best of the online world – ease, convenience, digital engagement – with the power of the offline, physical world.”
Footnote: The ambitious cross-category offer at cdf Haikou International Duty Free Shopping Complex will feature in a dedicated eZine from The Moodie Davitt Report later this month, titled ‘A New Wonder of the Travel Retail World’. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
