CHINA. Japanese/French luxury skincare brand EviDenS de Beauté and China Duty Free Group (CDFG) have joined forces to open a pop-up space and a counter at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The 40sq m pop-up in Block A, positioned alongside global fashion brands, is dressed in a royal blue and gold colourway. It features video screens to engage visitors.
The animation offers bespoke skincare consultations, highlights key product ranges and showcases EviDenS de Beauté’s ‘Art of Saho’ skincare philosophy. A dedicated lounge area allows beauty consultants to educate visitors about the brand’s key ingredients, including Triple Collagen, La Foux Spring Water and GlucoSkinX3.
The pop-up also offers two cdf-exclusive sets which contain best-selling EviDenS de Beauté products such as The Special Mask and The Moisturizing Lotion. Additional cdf-exclusive products are expected to be introduced.
In mid-July, the brand opened a counter in Block C. That presence includes a gondola and backwall in the brand’s signature Chinese Blue Ink motif with gold accents, showcasing the full range of EviDenS de Beauté products.
The display, which features the EviDenS de Beauté coat of arms, encourages customers to explore the concept of Saho.
Saho is a Japanese term meaning ‘ceremony,’ which details the step-by-step application of the brand’s skincare products. At the pop-up, travellers can explore seven collections of Saho, including The Extreme Saho, and bestsellers across the portfolio.
CDFG Deputy General Manager Perfume & Cosmetics, Central Merchandising Division Cosmetics Dorothy Liu commented: “As a global leader in prestige beauty retailing, CDFG is committed to enhancing the retail experience for shoppers in Hainan.
“Our partnership with EviDenS de Beauté broadens our brand discovery universe for customers. We are confident that prestige beauty fans will engage with the beauty ceremonies, skincare technologies and brand story that EviDenS de Beauté offers.”
EviDenS de Beauté Founder Charles-Edouard Barthes added: “Travellers to Hainan are seeking prestige beauty brands that offer increased exclusivity, authenticity and efficacy. Our two debut openings in Haitang Bay cement EviDenS de Beauté as a key luxury beauty player in China travel retail – a key milestone in our ambition to offer the best beauty retail experience in the world.
“In partnership with CDFG, our retail footprint in Sanya is set to engage today’s high-end travellers with personal beauty experiences powered by authentic storytelling and education. We thank our partners at CDFG and look forward to introducing more travellers to the sophistication and luxury appeal of EviDenS de Beauté.”
Founded in 2007 by Charles-Edouard Barthes, EviDenS de Beauté is a luxury anti-aging skincare brand specifically developed for sensitive skin. The brand draws on advanced biotechnology and combines Japanese skincare technology with French refinement. Today, EviDenS de Beauté is available at over 500 prestige shopping malls, hotels, and resorts in more than 25 countries. 🏝️
