CHINA. Helena Rubinstein Travel Retail Asia Pacific partnered with China Duty Free Group (CDFG) recently to host one of its largest travel retail-exclusive campaigns.
The ‘Explore Your Beauty Destination’ campaign rolled out at the Haikou Mova Mall and continued with a one-month takeover at the Rosewood Sanya Hotel in Hainan.
At the Rosewood Sanya Hotel, Helena Rubinstein hosted a gold-themed takeover which took guests on an immersive journey to three different beauty destinations.
The interactive rooms, inspired by the origins of Helena Rubinstein’s products, transported guests to the La Clinic Montreux and the Swiss Alps in Switzerland and the Brittany Coast in France.
They featured destination-themed design elements and an interactive digital wall.
The takeover also offered beautifully-crafted afternoon teas and in-room samples. It showcased the brand’s hero Re-Plasty Age Recovery Night Cream, Powercell Skinmunity Serum and Prodigy Cellglow Concentrate.
“On behalf of the China Duty Free Group family, we would like to express our appreciation to Helena Rubinstein Travel Retail Asia Pacific for the successful ‘Explore Your Beauty Destination’ campaign,” commented China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang.
“We’re glad to have brought yet another novel event for our regulars and guests, reinventing the way luxury travel could be experienced – a value that we resonate with, and share with all of our close partners.”
The brand held a stylish VIP event from 3-6 December which featured skincare masterclasses, DIY aroma stone sessions, personalised skincare consultations, hand massages and exclusive cocktails at the Helena Rubinstein-themed sky bar.
The event was attended by top KOLs and socialites who enjoyed a luxury three-day Helena Rubinstein experience with highlights including lunch by the sea, spa treatments, and specially decorated guest rooms.
For the big finale, Helena Rubinstein Brand Ambassador Rainie Yang visited the activation on 12 December and livestreamed the experience to her millions of fans. Yang is a Taiwanese singer, actress and television host. In 2020, Yang released her 12th studio album, ‘Like a Star.’
Helena Rubinstein Travel Retail Asia Pacific General Manager Fion Ng commented, “We are incredibly pleased to conclude the year on a high with one of our largest-ever travel retail campaigns together with China Duty Free Group.
“The ‘Explore Your Beauty Destination’ campaign successfully spanned in two locations in two months, elevating the brand’s unique position as an avant-garde premium skincare brand while connecting beauty savvy travellers in the unique universe of travel retail.”
