CHINA. LVMH-owned beauty and fragrance house Givenchy partnered with China Duty Free Group (CDFG) last month to showcase the Le Rouge Sheer Velvet lipstick line with a pop-up and celebrity event at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The pop-up featured an immersive digital installation which encouraged shoppers to strike poses with their ‘I am Fearless’ manifesto, using digital lipstick pens.
Chinese singer and actress Cheng Xiao, a member of Chinese/South Korean pop group WJSN, was the guest of honour at the celebrity event on 8 October.
She visited the Givenchy Le Rouge Sheer Velvet pop-up where she interacted with the digital installation and tried on various shades of the Le Rouge line.
Cheng Xiao is known for her roles in ‘Legend of Awakening’, ‘Detective Chinatown’ and ‘The World of Fantasy’. She was also a dance mentor and judge on the popular Chinese reality show ‘Idol Producer’ in 2018.
During the event, Cheng told fans her own personal beauty story and shared her favourite Givenchy makeup looks. Lucky customers were also able to bring home a set of Cheng’s favourite Givenchy makeup products.
Executives from Givenchy Beauty and China Duty Free Group were also in attendance.
The Rouge Sheer Velvet lipstick line follows the success of Givenchy’s Rouge Deep Velvet Line, which launched in 2019. The new collection features ten highly-pigmented shades from bright red to soft pinks.
The range delivers a super hydrating formula with a lightweight finish. It comes in a pink velvet lipstick case.
Some highlights include the best-selling N°37 Rouge Grainé, N°36 L’Interdit which features a bright tomato shade, N°27 Rouge Infusé which is a delicate peachy hue and the N°16 Nude Boisé which is a flattering nude shade.
“We are very proud to hold this pop-up together with CDF Sanya and invite all travellers to discover our brand and products,” commented LVMH Fragrance Brands General Manager Asia Pacific Morgan Cohen.
“We successfully created an immersive pop-up and celebrity event to engage with travellers. With the success of the pop up, we will continue to captivate travellers with more immersive and innovative campaigns. At the same time, we look forward to deepen our business relationship with CDFG.”
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