CHINA. Luxury skincare brand La Mer has unveiled a ‘Glorious Renewal’ pop-up store within the Global Beauty Plaza, part of the cdf Sanya International Duty Free Shopping Complex’s recently opened Block C in Haitang Bay, Hainan province.
The animation, La Mer’s first travel retail-exclusive experience of 2024, opened on 5 February and features a vibrant Year of the Dragon design.
La Mer celebrated the pop-up with an opening ceremony, which was attended by Chinese actress Janice Man as well as brand and CDFG executives. The Estée Lauder Companies Vice President, Business Development, Travel Retail China, Emmanuelle Vernet welcomed Man and VIP guests and took them on a tour of the flagship and pop-up.
Artwork by Chinese paper-cutting artisan Zhang Xiaodong anchors the pop-up, surrounded by Lunar new Year-themed experiences and gifts.
The pop-up complements a 202sq m flagship boutique within the Global Beauty Plaza, opened in partnership with China Duty Free Group (CDFG), which showcases La Mer’s craftsmanship and ocean heritage.
Zhang’s compelling artwork features a three-metre Dragon scroll, which was made using a traditional binding technique which mimics the movement of dragon scales through clouds.
The animation is inspired by the artwork and functions as a semi-private exhibition where visitors can learn about Zhang’s creative process and about La Mer’s dedication to craftsmanship.
At the pop-up, shoppers can play the ‘A Gift of Fortune’ game for the chance to win limited-edition Dragon-themed gifts with eligible purchases. It also offers a wide selection of travel retail-exclusive La Mer gift sets.
During the opening event, Man joined La Mer’s livestream which was simulcast across four different CDFG Hainan platforms. Man shared her La Mer travel skincare routines, played games and offered Year of the Dragon blessings to audiences.
Luxury treatment
The flagship boutique offers a variety of exclusive gifting options and luxury skincare services. These include private skincare consultations and treatments in the Genaissance VIP Lounge, where shoppers can learn more about the skin-healing power of the brand’s hero Miracle Broth ingredient.
A Spa de La Mer facial cabine is available on level three of the complex, where customers can enjoy different La Mer skincare services. Eligible customers can reserve the experiences via CDFG’s WeChat Mini Program.
Consumers can discover several CDF-exclusive lines including The Hydrating Essentials Collection while a dedicated gifting area features Hainan-themed displays and memorabilia.
The Estée Lauder Companies Senior Vice President/General Manager, La Mer, Travel Retail Worldwide Patrick Bouchard commented: “Like a work of art, La Mer creates each product with the utmost craftsmanship and dedication.
“We are proud to infuse this dedication to craftsmanship throughout our new flagship door and celebrate its launch and the Year of the Dragon with our incredible partners and consumers.”
CDFG Vice President of Sanya International Duty Free Shopping Complex Bai Xue added: “We are glad to partner with La Mer to launch the brand new flagship store with an integrated spa centre, as well as the Lunar New Year themed pop-up store, at the newly opened beauty paradise at the cdf Mall in Haitang Bay.
“With La Mer’s consistent premium luxury products and services, we believe that every customer will enjoy the pampering and luxurious experience brought by La Mer.” ✈
