CHINA. CDF-Sunrise Duty Free is today celebrating the inauguration of a unique cluster of eight luxury concept stores from some of the most illustrious names in beauty – Clé de Peau Beauté; Dior; Estée Lauder; Guerlain; La Mer, La Prairie, Lancôme; and Sisley – at Beijing Capital International Airport Terminal 2.
This line-up of stand-alone beauty boutiques is a first for airport travel retail in the Asia Pacific region and a major statement of intent by both retailer and brands in terms of creating a personalised, immersive and engaging premium beauty experience.
In some of the boutiques, the brand houses have chosen to focus on a single line, offering it only in the stand-alone store and not in the main shop. Others, such as Sisley, are only represented in the boutique format, eschewing the main store for the dedicated focus that the solo format allows.
Estée Lauder has embraced the boutique opportunity to present its first airport dedicated Re-Nutriv store – its first stand-alone concept for its popular luxury crème. Lancôme has chosen to focus on premium anti-aging skincare line Absolue (the brand’s first travel retail boutique worldwide); while Guerlain presents a beautifully curated selection of fragrances that underline the house’s 190-year history as a perfume maker. Dior showcases its micro-nutritive lotion Dior Prestige in a refined boutique setting. Sisley, La Mer and Clé de Peau Beauté curate their ranges in elegant environments befitting of high-end skincare, colour and fragrance products.
The Moodie Davitt Report is the exclusive travel retail media present and is marking the occasion with extensive B2B and B2C (via social media) coverage.
Reflecting the importance of this initiative to the beauty category – and to China travel retail – we will be producing a special eZine titled ‘CDF-Sunrise Duty Free and The Power of 8’ in coming days, featuring interviews with all the brands plus China Duty Free Group President Charles Chen (we will also update today’s story regularly today with pictures and comments from the various celebrations).
The celebrations began this morning with a dramatic opening ceremony. Representatives from all eight brands plus CDF-Sunrise Duty Free management led by Charles Chen and Beijing Capital International Airport Co Vice President Du Qiang poured jugs of golden sand over an hourglass to mark the inauguration of the stores.
Proceedings continue later this afternoon with a ‘Tour the world with CDF-Sunrise Duty Free’ VIP event at the Beijing Four Seasons Hotel DreamLand Arts Center, followed by dinner tonight at the same venue.
We’ll bring you more extensive coverage in coming hours and days on a landmark day for China Duty Free Group and its subsidiary Sunrise Duty Free.
THE POWER OF EIGHT: BOUTIQUE BY BOUTIQUE
SISLEY
GUERLAIN
ESTÉE LAUDER
CLÉ DE PEAU BEAUTÉ
LA MER
LA PRAIRIE
LANCÔME
DIOR
