ASIA PACIFIC. La Mer (The Estée Lauder Companies) has launched a festive Year of the Horse campaign in Asia Pacific travel retail.
Based on concepts of transformation and renewal, the campaign is created in collaboration with Master Ren Xinghang, a national inheritor of the cultural heritage of Jun porcelain-making.
Master Ren created Metamorphosis of Eight Steeds (焕变八骏), a porcelain piece in which eight symbolic horses surround a single Jun vase.
Each horse represents a blessing for the year to come, emphasising themes of strength, vitality and forward momentum.
Building from creative collaboration, La Mer translated the Metamorphosis of Eight Steeds concept into a series of immersive pop-up experiences across key Asia Pacific travel retail locations.
The installations take inspiration from the porcelain artwork and shine the spotlight on the brand’s hero products, within the festive red and gold palette.
The Year of the Horse campaign is running at 14 locations across ten cities in Asia Pacific. These include the DFS Macau Shoppes Four Seasons in Macau and King Power at Suvarnabhumi Airport.
In Hainan, a strategic partnership with China Duty Free Group is bringing the campaign to life in blocks A and C at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
Among these are red packets containing wishes for prosperity, bespoke phone charms and a porcelain teacup set. The pop-ups feature a curated selection of La Mer’s hero lines from Crème de la Mer to The Rejuvenating Night Cream.
In addition, La Mer has introduced festive editions of its travel retail-exclusive sets, including The Day and Night Duet and the Arrive Hydrated kits. Inspired by the Metamorphosis of Eight Steeds artwork, the packaging depicts the eight horses encircling the brand’s signature green coffret.
Designed exclusively for travellers, the sets combine key skincare essentials aimed at revitalising travel-stressed skin, aligning with the campaign’s overarching message of renewal and new beginnings. ✈
