La Mer (The Estée Lauder Companies) has rolled out its travel retail-exclusive (TREX) Escape to Tranquillity campaign across Asia Pacific travel retail.
Inspired by Retreat de La Mer and the luxury skincare brand’s longstanding focus on renewal, the initiative encouraged travellers to incorporate moments of relaxation and restoration through curated skincare rituals.
The campaign was anchored by a central Hainan pop-up at the at the cdf Sanya International Duty-Free Shopping Complex (cdf Mall) in partnership with China Duty Free Group.
From 11 to 31 July, La Mer took over the VIP Lounge at the Global Beauty Plaza (Block C). The lounge showcased key lines through immersive brand storytelling and interactive soundscape experiences.
In addition, La Mer teamed up with Sunshine Yi Hotel Sanya for a cross-location collaboration.
Hotel guests enjoyed a La Mer-branded takeover of the hotel’s sky pool and an exclusive Escape to Tranquillity afternoon tea as well as samples of hero products.
The hotel partnership incorporated a wider experiential approach to the campaign, extending consumer engagement beyond the traditional travel retail environment, the brand owner said.
The wider Escape to Tranquility campaign ran across airports, hotels and downtown-duty free locations in Bangkok, Macau, Shanghai, Seoul, Taipei and Hong Kong.
The pop-ups showcased a selection of La Mer bestsellers and TREX sets, including Crème de la Mer: The Iconic Ritual of Renewal and the Day & Night Duet Set: A Complete Day-to-Night Ritual.
The sets address skincare needs across different stages of the traveller journey, from on-the-go hydration to comprehensive day-and-night skincare routines.
In addition, cross-category gifts, including satin pillowcases and hair ties, were available at the pop-ups and reinforced the tranquility theme. 🏝️
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, wines & spirits distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
