CHINA. Estée Lauder Travel Retail showcased its luxury skincare line Re-Nutriv with a dynamic, dual-location takeover campaign in Haikou, Hainan province in May.
The campaign featured simultaneous O2O activations at Global Duty Free (GDF) Plaza and cdf Haikou International Duty Free Shopping Complex.
The takeovers showcased the technology that powers Re-Nutriv and highlighted Estée Lauder’s craftsmanship and heritage via a series of dynamic events and activations. In-store and pop-up activities engaged visitors at multiple touchpoints, educating them about Re-Nutriv’s skincare benefits.
These included luxurious retail services, exclusive spa experiences, celebrity engagements, beauty masterclasses and photo opportunities. The Re-Nutriv Ultimate Diamond Transformative Brilliance Serum, the line’s hero product, was the campaign’s star focus.
At cdf Haikou International Duty Free Shopping Complex, Estée Lauder hosted several consumer and media Re-Nutriv activations.
These included celebrity visits from Chinese actress Sun Yi and Chinese singer/actress Fu Jing. Sun is known for her roles in films Siege in Fog and My Original Dream, while Fu is a former member of pop group Rocket Girls.
Sun and Fu visited the Estée Lauder flagship where they received treatments at the Re-Nutriv Spa Cabine and livestreamed their experiences. A travel retail first, the Re-Nutriv Spa Cabine offers a curated array of pampering Re-Nutriv services that include luxurious facials and massages.
The 3,000 sq ft. flagship boutique also features a luxury beauty bar where travellers can receive beauty consultations and complimentary eye and hand massages.
At GDF Plaza, Estée Lauder opened the first outdoor Re-Nutriv pop-up in Hainan travel retail. The elegant pop-up was in place for three days (5-7 May) immersing travellers into the world of Re-Nutriv. It was supported by a high-profile out of home media campaign.
Estée Lauder Travel Retail Worldwide Senior Vice President/General Manager Alice Marvillet said: “We at Estée Lauder understand that everyone wants a little luxury in their life and Re-Nutriv is truly the ultimate luxury in skincare.
“More than ever, travellers are looking for indulgence on their journeys and in our superior retail offering they will discover Re-Nutriv products with the technology to not only meet their needs, but that will transport them into a life of extraordinary beauty.”
Re-Nutriv has been reformulated with Sirtuin activators which reverse the signs of ageing at a cellular level. Estée Lauder’s proprietary SIRTIVITY-LP technology helps activate different Sirtuin proteins, promoting the skin’s ability to look and act younger, empowering visible age reversal at the cellular level.
Another key ingredient is Black Diamond Truffle Extract. The line’s hero product, the Re-Nutriv Ultimate Diamond Transformative Brilliance Serum, helps fortify the skin, making it firmer and more radiant. The serum has been proven to improve six key skin components: radiance, pores, spots, skin tone, firmness and elasticity.
Re-Nutriv was introduced in 1956, dubbed as the ‘world’s first luxury cream’.
The Moodie Davitt Report was on location earlier this month as Estée Lauder presented its latest ageing reversal breakthrough at the World Congress of Dermatology. The three-day Re-Nutriv immersion included a Sirtuin Symposium, Longevity Luncheon and Re-Nutriv exhibition at the Singapore Art & Science Museum. Click here for our full report. ✈
