CHINA. LVMH-owned skincare brand fresh is celebrating a successful garden-themed pop-up at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Sanya with China Duty Free Group (CDFG) and leading Chinese travel platform Ctrip.
The Sensorial Garden Voyage campaign, in place throughout May, highlights the gifting appeal of fresh and showcases its best-selling lines.
The immersive animation resembles a blue gift box tied with ribbon and is decorated with plants and flowers reminiscent of a secret garden to showcase the brand’s “Gift from Nature” to travellers.
The Sensorial Garden Voyage pop-up features fresh’s hero products: the Black Tea Advanced Age Renewal Face & Eye Cream and the Kombucha Facial Treatment Essence.
The experience includes an omnichannel campaign, engaging travellers at various touchpoints and incorporating targeted online and social media activations to build brand awareness and drive traffic to the pop-up.
The campaign has been promoted on Ctrip and features high-profile KOL activities, attracting extensive online engagement.
At the pop-up, travellers can enjoy an interactive photo zone to take commemorative pictures of their visit, using a garden-themed AR filter before printing their photos as special souvenirs. Customers also receive free sample sets of fresh’s premium products.
fresh has offered customers flower bouquets throughout May, especially on notable occasions such as Golden Week, Mother’s Day and the 520 weekend also known as Internet Valentine’s Day in China.
Another standout element is the Wellness Tea Bar, offering visitors a complimentary glass of tea to highlight fresh’s strong links with tea, one of the key ingredients across its skincare formulations and a well-known ingredient in health and wellbeing.
The Black Tea Sensorial Garden-themed animation encourages customers to learn more about the products’ benefits and try on the Black Tea Eye and Face Cream at the skin consultation zone.
To enhance shopping experience, fresh has provided exclusive benefits to customers at its cdf Mall store.
The brand said the multi-sensory animation generated high foot traffic throughout the busy May travel season. ✈
{Note: Look out for Martin Moodie’s interview with fresh founders Lev Glazman and Alina Roytberg, out next week}
