CHINA. Lancôme Travel Retail Asia Pacific recently celebrated this year’s launch of its first standalone Lancôme Absolute boutique with a three-day VIP event in Beijing attended by over 400 KOLs and VIPs.
As exclusively revealed by The Moodie Davitt Report in an on-location special, the brand launched the boutique with CDF-Sunrise Duty Free in May as part of an eight-strong luxury beauty boutique cluster at Beijing Capital International Airport Terminal 2.
The subsequent KOL and VIP event was held from 19 to 21 July.
The event was hosted in partnership with CDF-Sunrise Duty Free and was held at the Bvlgari Hotel in Beijing. The event space design was inspired by Lancôme’s signature rose, and featured over 5,000 fresh roses. Guests were taken on a two-hour multi-sensory journey that included personal portraits, product discoveries, bespoke skin consultations, rose-themed dessert making, and some Absolue Cream hand massages. They also experienced CDF-Sunrise Duty Free’s new pre-order shopping platform first-hand.
The standalone Lancôme Absolue boutique, the first in global travel retail, focuses solely on the French beauty company’s premium Lancôme Absolue range. The boutique offers an elevated luxury experience exclusively for CDF-Sunrise Duty Free’s distinguished VIP members. This bespoke service includes personalised skincare consultations and treatments by Lancôme’s in-house beauty specialists.
The boutique was launched with an inauguration ceremony last May that included an immersive retail pop-up in the Four Seasons Hotel in Beijing. In the pop-up, Lancôme delighted guests with a 3-metre high digital installation that told the story of Lancôme’s signature rose motif.
CDF-Sunrise Duty Free’s pioneering eight-boutique luxury beauty concept at Beijing Capital International Airport was rated best-in-class in our just-published 2019 Dreamstore survey, standing out for its innovative take on premium travel retail in the beauty category. The beauty line-up is a first for airport travel retail in the Asia Pacific region and a major statement of intent by both retailer and brands in terms of creating a personalised, immersive and engaging premium beauty experience.
Lancôme Travel Retail Asia Pacific General Manager Tao Zhang said that the new premium boutique is a milestone for the brand, and a testament of the strength of its partnership with CDF-Sunrise Duty Free.
She said: “We are excited to partner with CDF-Sunrise Duty Free to debut our first-ever Absolue boutique. This standalone boutique offers customised services tailor-made for CDF-Sunrise Duty Free’s distinguished VIPs. We look forward to having more travellers discover the new premium skincare range and experience the transformative power of Lancôme Absolue.”
CDF-Sunrise Duty Free Beijing General Manager Casey Lim said that the new boutique is an exciting opportunity to enhance the experience of loyal vip customers. He added: “We have come a long way since the establishment of our membership system in 2016, and I’m pleased to share that we have currently 2.1 million members as part of our CDF-Sunrise family.”
“High-quality and highly loyal members have become an indispensable mainstay in our company’s success story and we are happy to show our appreciation for their long-term support through this VIP event collaboration with Lancôme. We hope to create more offline and interactive experiences for our members, and continue to deepen the strong relationships with them.”
