CHINA. L’Oréal Travel Retail has partnered with CDFG (China Duty Free Group) to launch the ‘Lancôme Absolue Gold Power pop-up’ in the Sanya International Duty Free Shopping Complex in Haitang Bay.
The installation, which ran from 2 to 29 November, highlighted the brand’s premium Lancôme Absolue range. It marked the first time that CDFG has collaborated with Lancôme Absolue at Haitang Bay.
According to Lancôme, the Sanya activation followed the success of its Lancôme Absolue VIP events in Beijing and Seoul earlier this year. As reported, Lancôme held a three-day VIP extravaganza in Beijing which was attended by over 400 VIPS and KOLs in July, followed by a two-day VIP event in Lotte Duty Free’s Myeongdong store in September.
“Traveling consumers nowadays are looking for iconic products, desirable brands and memorable experiences. This is precisely what we try to achieve with this first-ever Lancôme Absolue pop-up in Haitang Bay created in partnership with China Duty Free Group.” – L’Oréal Travel Retail Asia Pacific Managing Director Emmanuel Goulin
The star-studded launch event in Sanya was attended by Lancôme Brand Ambassador Chinese Actress Yu Fei Hong. She is well known for her roles in award-winning films such as ‘A Thousand Years of Good Prayers’ and ‘The Joy Luck Club’.
Some other notable celebrity guests included singer ‘Jane’ Zhang Liang Ying, rising star Qin Fen, and up and coming singer/actor Lu Yu Peng. The event was also attended by ten Chinese KOLs as well as VIPS and representatives from L’Oréal Travel Retail Asia Pacific and CDFG.
The launch celebrations continued with a glamorous VIP dinner for CDFG. The evening was organised by Lancôme and featured a stellar performance by Chinese singer-songwriter Zhang Liang Ying. Zhang is nicknamed in China as the ‘dolphin princess’ and is known for her songs ‘If this is Love’ and ‘We Said.’
Lancôme’s Absolue Soft Cream’s formula is infused with a premier cru of French roses, that firms, plumps, and rejuvenates skin. It is claimed to reveal radiant and regenerated skin within one week.
The Lancôme Gold Power pop-up was a 360* multi-sensorial extravaganza that occupied both indoor and outdoor spaces at the CDF Mall. It combined an immersive activation space, interactive pop-up store, and a breath-taking outdoor ‘rose garden’ installation that featured over 5,000 roses in Lancôme’s signature pink shade.
Outside, visitors were greeted by the sumptuous aroma of the rose garden, as they explored the larger-than-life Lancôme Absolue Gold Jar installation. The outdoor animation served as a golden photo opportunity.
Inside, guests were invited to explore the giant rose gold structure that featured tantalising digital elements. The activation space featured several interactive 3D digital panels that told the story of Lancôme Absolue; while the accompanying pop-up store offered Lancôme’s premium range of skincare products and travel retail-exclusive releases. Guests were also treated to personalised skincare consultations courtesy of Lancôme’s on-hand brand experts.
“Lancôme has continually shown strong professionalism and expertise in eventing, and Haitang Bay is another example of how they have raised the bar in events for the industry” – China Duty Free Group Vice President of Central Merchandising Terry Chua
For L’Oréal Travel Retail Asia Pacific Managing Director Emmanuel Goulin, the pop-up was an excellent showcase of how Lancôme Absolue will drive L’Oréal Travel Retail’s premium skincare business in the future.
He said: “Traveling consumers nowadays are looking for iconic products, desirable brands and memorable experiences. This is precisely what we try to achieve with this first-ever Lancôme Absolue pop-up in Haitang Bay created in partnership with China Duty Free Group.
“As such, I am confident that the Absolue Range will continue to write the future of Lancôme skincare, and become the perfect new cream to win in the highly competitive and strategic premium skincare market,” he added.
“We’re so excited to work again with Lancôme to pioneer the first Absolue pop-up at Haitang Bay,” said China Duty Free Group Vice President of Central Merchandising Terry Chua.
“This partnership is particularly interesting in the very strategic premium skincare category for the brand. Lancôme has continually shown strong professionalism and expertise in eventing, and Haitang Bay is another example of how they have raised the bar in events for the industry.”
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Lancôme’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
