MACAU, CHINA. Givenchy Beauty partnered with DFS Group to deliver the Blur the Lines Velvet Matte Mixology Experience at DFS Macau Shoppes at Four Seasons during Golden Week (1-7 October).
The pop-up, centred on the Le Rouge Velvet Matte lipstick collection, offered a multi-sensorial experience that blended beauty and mixology.
Foregoing a traditional retail format, the animation addressed consumer demand for more experiences in travel retail, Givenchy Beauty said.
Across five days in October, professional mixologists and brand ambassadors hosted live mocktail sessions, with each drink inspired by one of the Givenchy Le Rouge Velvet Matte signature shades.
Guests began by selecting a colour that matched their mood, before Givenchy makeup artists recreated the chosen shade on the lips. Travellers then moved to the Velvet Matte Mixology Bar to sample a mocktail inspired by their chosen hue.
To further enrich the experience, brand ambassadors paired the Le Rouge Velvet Matte with L’Interdit fragrance pairings highlighting the power of Givenchy Beauty’s multi-axis portfolio.
The Blur the Lines campaign delivered triple-digit growth for Givenchy compared to Golden Week 2024, with the Le Rouge Velvet Matte collection selling out within the week.
“Through our partnership with DFS, we set out to reimagine how travellers encounter Givenchy Beauty,” said Givenchy Beauty Travel Retail Sales & Retail Operation Director Marie Park.
“Blur the Lines was designed to move beyond passive discovery and invite guests into a world of sensorial expression. The response confirmed that when we create experiences with emotion at the centre, the connection to the brand becomes deeper and more meaningful.”
Commenting on the campaign, DFS Group said: “The energy around the counter was exceptional and the concept resonated deeply with international travellers looking for something personal and memorable. The results, both in sales and social impact, speak for themselves.” ✈
