CHINA. L’Oréal-owned dermocosmetics brand La Roche-Posay has collaborated with China Duty Free Group (CDFG) to open the Anthelios Solar Lab pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The L’Oréal Travel Retail Asia Pacific activation – which promoted Anthelios suncare products – ran throughout July and was supported by out-of-home media in Hainan.
With strong scientific elements and endorsed by local Hainan dermatologist Chen Juan, the Anthelios Solar Lab featured real-time experiences.
The suncare consumer journey began with a giant Anthelios product centrepiece that towered outside the pop-up. At the entrance, visitors were drawn to the live UV index screen, which emphasised the suncare line’s immediate relevance to Hainan travellers.
La Roche-Posay brand ambassadors dressed in professional lab coats then prompted visitors to scan a QR code to unveil a virtual dermatologist experience. Meanwhile, virtual touchpoints revealed the breakthrough science and strong UV efficacy behind Anthelios.
Pop-up visitors then got the opportunity to use a UV camera beauty-tech tool to witness the instant high levels of UV protection that Anthelios products offer. They received a photo print-out as evidence of effective product trials.
Visitors also discovered the technology powering Anthelios via QR codes at the solar lab table and tried out the high-efficacy formulas of other La Roche-Posay products.
Throughout the La Roche-Posay summer suncare campaign, over 70 beauty influencers were invited to share their La Roche-Posay suncare experience, dermatologist classes and Hainan travel vlogs.
Hainan travellers were guided to join in the La Roche-Posay suncare journey as they engaged with various Anthelios out-of-home touchpoints throughout Hainan.
For example, users who checked in to China’s leading weather application, MOJI, were greeted with an exclusive La Roche-Posay Anthelios experience and suncare avatar to help them dress for the weather.
L’Oréal Travel Retail Asia Pacific General Manager of Active Cosmetics and Professional Products Divisions Fran Law said: “We are excited to bring this new and medically-driven image of La Roche Posay Anthelios suncare to Hainan. As a leading and trustworthy dermatologist skincare brand, it is a milestone for us to closely collaborate with a local Hainan dermatologist.”
She added: “Through sharing the importance of suncare from a dermatologist’s perspective, it truly brings more value to Hainan travellers with dermatologist-approved efficacy of La Roche Posay suncare.”
China Duty Free Group General Manager of Perfume and Cosmetics department, Central Merchandising Division Grace Wang said: “We thank our long-standing partner L’Oréal Travel Retail Asia Pacific for bringing the innovative, educational and scientific La Roche-Posay Anthelios Solar Lab to our mall this summer season.”
She added: “From the strategic placement of the Solar Lab, to the use of live UV index screens, and suncare education from virtual dermatologists, La Roche-Posay phenomenally challenged the ceilings of conventional suncare activations with their professional expertise.”
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