CHINA. Lancôme Travel Retail, part of L’Oréal Group, and China Duty Free Group (CDFG) have hailed the successful opening of the Domaine de la Rose flagship concept on 30 June.
Located in cdf Sanya International Duty Free Shopping Complex’s Block C Global Beauty Plaza in Haitang Bay, the boutique represents the world’s largest Lancôme flagship store, highlighting the brand’s strong ties to the history of French perfumery, which originated in Grasse.
The flagship offers an immersive retail experience, inspired by the story of the beauty house’s famed rose emblem.
The key design concept reflects Lancôme’s heritage and style, along with the rose distillery’s sustainable extraction methods. It offers a premium in-store experience for visitors to explore the L’Extrait range and gifting options.
An architectural blend of nature and luxury
Showcasing a sleek, minimalist design, the boutique invites travellers on a sensory journey. The circular layout guides guests through the petal-adorned space, resembling the spiral of a rose’s petals.
Among the highlights in the store is a redesigned distillery, equipped with soft lighting, concrete walls, a panoramic window and distillation machinery.
A spacious, organic, golden table complements the collection of the perfume organ and the distillery table from the Domaine de la Rose, a horticultural estate located in Grasse, Provence, which Lancôme acquired in 2020.
Surrounding this table are small lounges offering comfortable areas for relaxation with minimalist, modern furnishings in earth-toned palettes.
The Hainan flagship features the innovative design of renowned French architecture firm NeM Architectes.
NeM Architectes Founders Lucie Niney and Thibault Marca said: “This project allowed us to distill the essence of the work done at the Lancôme Domaine de la Rose in Grasse, much like extracting the purest form of the rose itself.
“Our aim was to craft an experiential space that transcends the conventional boutique format, closer to an artistic installation, immersing visitors in a sensory journey that reflects the heart of Lancome’s vision.”
The Rose Journey
Located along the side of the floor, the rose-pink Rose Stairs guide visitors to six discovery zones and touchpoints on the second floor.
The Rose Journey immerses guests in French culture, architecture and nature and offers phygital experiences, designed to build emotional connections, attract new consumers and boost conversions.
Guests are welcomed to the store via the signature Ô door at the entrance, where they can sign up and make bookings via Lancôme’s WeChat mini-programme.
Visitors are then introduced to the rich history and rose fields of Lancôme’s Domaine de la Rose in Grasse.
At the store, shoppers can experience a simulation of Lancôme’s four-step distillation process, from the harvesting of rose blooms to the final products in Lancôme’s collection.
Throughout these zones, guests can learn more about the brand’s rose distillery and its expertise in rose science, including sustainable extraction processes and technologies.
Premium consumer experiences
The boutique showcases Lancôme’s ultra-premium L’Extrait range and offers customers a complimentary hand massage to experience its skincare benefits.
Lancôme’s most advanced skin analysis service, Skin Screen is also available at the store, providing visitors with an efficient and comprehensive skin diagnosis in 20 minutes. This device uses a tri-polar light technology and algorithms to assess eight key skin parameters, generate skin scores and build customised skincare solutions.
The store also showcases the Absolue range and offers a view of the Le Thé du Domaine and Macaron du Domaine at the Rose Agora Table, where customers can enjoy a personalised consultation.
In this area, visitors can indulge in the VIP experience through Rose Rituals, a 45-minute L’Extrait Spa Treatment in the Absolue spa room.
The Rose Ritual introduces guests to the Plateau de Valensole in France – the origin of Lancôme Absolue Perpetual Rose.
An immersive tunnel demonstrates the selection, amplification and extraction process of the Absolue Blackbiosis micro-ferment from the soil at the roots of the organically grown Perpetual Rose on the Valensole plateau.
Trained Lancôme therapists perform a 45-minute facial using the new L’Extrait Elixir range, including Lotion Mist, Serum, Face and Eye Cream.
Specialised L’Extrait tools, both heated and cooled, are used to facilitate product absorption and reduce puffiness around the eyes. The treatment also includes the Absolue Sheet Mask and a hand massage.
The Rose Journey ends at the Rose Gift Shop where customers can enjoy a personalised service featuring their favourite Rose products, exclusive souvenirs from Grasse and custom keepsake Lancôme tote bags.
Domaine de la Rose
The boutique is largely inspired by Lancôme’s Domaine de la Rose estate, home to 250 species of fauna and flora that the house serves to protect, cultivate, innovate and educate to the public, reflecting its brand mission
The journey leading to the domain’s inauguration is captured in a quote by Lancôme Global Brand President Françoise Lehmann: “We were looking for a place. A place where the land, the plants and biodiversity would be respected. A place nestled between the sea and the mountains, bathed in intense sunshine, to concentrate the scents of perfume plants.
“A place where people would seek to achieve excellence and master the right techniques. A place steeped in the history of fragrance, and where we could write its future. We found it in Grasse, the world capital of perfumery. The Domaine de la Rose.”
The Domaine de la Rose by Lancôme flagship store, developed in collaboration with its Paris headquarters, brings the fragrance capital of Grasse to Hainan, set to be among the leading destinations in the region.
Lancôme Travel Retail Asia Pacific Linda Wang said: “We are thrilled to unveil the Lancôme Domaine de la Rose flagship in Hainan, a space that truly reflects our brand’s heritage and commitment to sustainability. This store offers a unique, immersive experience where consumers can discover the essence of Lancôme in its most luxurious form.”
L’Oreal Travel Retail Asia Pacific Managing Director Jesus Abia added: “The grand opening of Domaine de la Rose by Lancôme brings the mission of L’Oreal Travel Retail to life. We are constantly pioneering and innovating trailblazing windows of exclusive and elevated travel retail experiences that are deeply meaningful and memorable for the consumer.
“This brand show window could only be possible with L’Oreal Travel Retail’s strong collaboration with CDFG.”
China Duty Free Group Vice President Merchandising, Perfume and Cosmetics Dorothy Liu commented: “Hainan is a strategic location for travel retail as the Hainan Free Trade Port will be implemented by 2025.
“We are proud to be a part of this promising growth, with Hainan positioned to take lead as the number one tourist hotspot of the Asia Pacific region, and ecstatic that the first Domaine de la Rose by Lancôme flagship boutique has taken root here.” 🏝️
