Skincare brand Fresh has launched its first travel retail WeChat Mini-Program called ‘The Fresh Indulgent Voyage’ (in Chinese: 馥蕾诗悦享之旅).
The programme – crafted in collaboration with digital innovation company Valtech – allows consumers to explore Fresh travel retail product offerings, personalised services, channel-exclusive gifts and key opinion leader (KOL) recommendations.
‘The Fresh Indulgent Voyage’ features an artifical intelligence-powered function called ‘Mask Finder’. This tool allows users to upload or capture a photograph and get their skin analysed. It scrutinises every detail of the user’s skin and generates personalised mask recommendations.
Customers can use this feature to evaluate facial masks, compare benefits offered by different products and ultimately create a tailored skincare regimen.
Boosting social commerce
Fresh noted: “Our travel retail team is dedicated to cultivating a thriving community centred around mutual admiration and enthusiasm for all things travel-related.”
In line with this ‘The Fresh Indulgent Voyage’ offers a dedicated space for KOL recommendations. This feature invites influencers to share travel shopping tips and Fresh product reviews.
The Mini-Program also features a live streaming component to augment consumer involvement. “These innovative strategies reflect our unwavering commitment to fostering meaningful connections that fortify our top-of-mind position in a dynamic market,” added the lifestyle beauty brand.
Additionally, Fresh joined forces with leading Chinese business-to-consumer platform Globuy to launch a sampling drive campaign. This ran from 27 September to 27 October on social media and ecommerce platforms WeChat and RED.
The campaign was designed to boost user-generated content and enhance social media engagement for the WeChat Mini-Program. It strategically aligned with Chinese Golden Week for maximum impact, and generated over 100,000 engagements on WeChat and RED.
Online to offline conversion
The Fresh travel retail Mini-Program is constantly updated with product information, limited-time coupons, product samples and duty free shopping information. Users can peruse Fresh offerings from top sellers to new releases, and a selection of travel retail-exclusive gift sets.
Newly registered members are offered a complimentary Traveling Skincare Experiential Gift which encourages them to physically visit Fresh travel retail stores. Through this, customers can redeem samples of popular products at Fresh duty free counters.
The Mini-Program also has a Store Locator function which effectively guides online visitors to offline venues, elevating the brand’s O2O customer experience.
The power of digital transformation
Fresh General Manager Travel Retail Asia Pacific Ariel Yak said: “Fresh recognises the paramount importance of digital transformation in today’s evolving landscape, and we are committed to continuously pushing the boundaries of innovation to meet the changing needs of travelling consumers.”
Fresh Marketing Director Global Travel Retail Caroll Li commented: “By embracing uprising digital channels and technologies, we aim to create seamless and personalised experiences, allowing consumers to experience the brand in a whole new way.”
Yak added: “At Fresh, we push the boundaries of discovery with our innovative, sensorial products. We keep the same spirit as we push further into the digital world, so that we can continue to inspire our community in distinctive ways.”
Valtech General Manager Clement Ledormeur said: “The travel retail Mini-Program revolutionises how consumers explore and purchase duty free products, offering them the flexibility they crave.
“This innovative channel provides a means for brands to achieve ‘hyper-personalisation’, tailoring recommendations and services to enhance brand awareness and loyalty.” ✈
