Our regular feature celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
As the lighthouse of travel retail over the past two years, Hainan Island has served as a vital platform for blockbuster animations from leading brands across categories. Clé de Peau Beauté, which ran its #AccelerateFirst animation in Hainan, is the latest premium beauty brand to make a big statement at the Sanya International Duty Free Shopping Complex in partnership with China Duty Free Group.
The 360-degree activation, which ran throughout February, was inspired by Clé de Peau Beauté’s hero ‘The Serum’ product and how it accelerates the skin’s journey to radiance. The pop-up was underpinned by an interactive augmented reality experience and immersive O2O customer journey.
To add further star power, Clé de Peau Beauté Brand Ambassador, Chinese singer/songwriter Cai Xu Kun made a special celebrity appearance, delighting fans at the CDF Mall on 18 February. Cai highlighted The Serum as his must-bring travel essential and engaged with audiences through an interview and game.
The animation was launched in honour of the brand’s 40th anniversary this year, and marks Clé de Peau Beauté’s first-ever celebrity event in Hainan. #AccelerateFirst is also part of Shiseido Travel Retail’s wider year-long celebrations as the Japanese beauty group marks its milestone 150th anniversary this year. Stay tuned for our full report on the animation in coming days.
