CHINA. LVMH-owned skincare brand Fresh has launched a vibrant pop-up store celebrating its new Tea Elixir Skin Resilience Activating Serum. The animation is located in Terminal 2 of Haikou Meilan International Airport. It is running throughout November and December in partnership with China Duty Free Group (CDFG).
The pop-up was inspired by the volcanic island of Mauritius, which is home to the Mauritius Tea plant, the serum’s core ingredient.
The animation blends Mauritius’ volcanic landscapes with Hainan’s sunny shores. It offers a range of interactive phygital elements that highlight the skin resilience-boosting power of the Tea Elixir Skin Resilience Activating Serum.
First, shoppers can explore Mauritius virtually through a WeChat Mini Program that is linked with the physical pop-up space. By scanning the surrounding greenery, they are virtually transported to Mauritius, enjoy (virtual) panoramic views of the island and learn more about the origins of the Mauritius Tea plant.
Playful surfboards and parasails decorate the exterior of the pop-up, offering the perfect photo opportunity for travellers. Travellers can take personalised polaroids to commemorate the experience and share the digital version of their photos with friends on social media.
In addition to the pop-up, Fresh has recently opened a new standalone boutique at the cdf Haikou International Duty Free Shopping Complex in partnership with CDFG. More details to follow.
CDFG General Manager of Perfumes & Cosmetics Central Merchandising Division Grace Wang commented, “We are delighted to work with Fresh to give Hainan tourists such a wonderful interactive retail experience.
“We are very much looking forward to continuing our partnership with Fresh, providing travellers with a higher quality shopping experience, and jointly contributing to the development and prosperity of China’s travel retail market.”
The Fresh Tea Elixir Skin Resilience Activating Serum is powered by 15 years of extensive research on the skincare benefits of tea. Equipped with APT Technology, the serum helps create smooth and glowing skin.
The serum’s hero ingredient, the Mauritius Tea plant, grows amidst adverse conditions in Mauritius. Over 130 years, the plant adapted its genetic makeup and developed resilient phytocompounds in order to thrive amidst harsh weather conditions.
Fresh harnessed the adaptive nature of the Mauritius Tea Plant to create a serum that boosts skin’s resiliency against environmental stressors. The serum has also been infused with potent skin-nourishing ingredients such as Niacinamide, 5KDA Hyaluronic Acid, Ceramide III and Ocean Kelp, while APT Technology enhances the skins bioenergetic systems and smooths skin texture.
Fresh Travel Retail Asia Pacific General Manager Ji-Un Han commented, “This pop-up event allows us to share fresh’s brand and product story in an engaging and novel way. Visitors can experience the magic of our serum’s essential ingredient, Mauritius Tea, via on-site scenes, interactive experiences and product trial.
“Through research, we hope to transform tea, a time-honoured natural origin ingredient, into a powerful skincare elixir that will spearhead a miraculous journey of all-around beauty.
“Looking ahead, Fresh will continue to dig further into the potential of nature to create safe, effective yet sensorial skincare products. By providing immersive experiences and pop-up stores such as this, we hope to inspire more travellers to join our resilience journey.”
COMING SOON: NEW WONDERS OF THE TRAVEL RETAIL WORLD
The Moodie Davitt Report is delighted to announce ‘The New Wonders of the Travel Retail World’, a duo of landmark publications dedicated to extraordinary projects that have set new benchmarks in the travel retail world.
One is dedicated to the cdf Haikou International Duty Free Shopping Complex, which opened on 28 October in Hainan province, China.
The multi-media, bi-lingual publication is a pioneering joint venture between The Moodie Davitt Report and Hainan Hinews Media Co. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
The other is the Hamad International Airport Expansion in Doha, Qatar, inaugurated on 10 November.
This stunning development is anchored by The Orchard, a 10,000sq m indoor tropical garden with a 268-sqm water feature complemented by a luxury-led commercial offer boasting 65 stores and 35 food & beverage outlets.
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
