CHINA. Lancôme Travel Retail Asia Pacific, part of L’Oréal Group, is celebrating the success of its month-long Lancôme Loong takeover in Hainan.

The takeover, which featured online and offline activations, ran from 8-28 February at The Cloudscape in Haikou and 1-29 February at the Sky Ring Bridge in Haitang Bay. It was timed to coincide with Hainan’s Lunar New Year and Spring Festival activities.

The Cloudscape is a striking concrete library designed by MAD Architects and a popular tourist attraction in Century Park, on the shore of Haikou Bay.

The Sky Ring Bridge connects the cdf Sanya International Duty Free Shopping Complex to the the Sanya Yunjie Island duty-paid zone project opened by Swire Properties and China Tourism Group in late 2023.

At The Cloudscape, Lancôme ran an immersive and eye-catching Lunar New Year installation which told the story of the brand’s hero Advanced Génifique Serum and Lancôme Loong dragon.

The Lancôme Loong Dragon symbolised prosperity and vitality. It was designed in collaboration with Shanghai-born, London-based multimedia artist Jacky Tsai, known for her blockchain digital art.

The Lancôme Loong dragon blended Chinese and French cultural motifs and featured symbols of the Eiffel Tower, bamboo shoots and a phoenix coming together to evoke Lancôme’s values of power and femininity.

The five-metre mythical beast floated above the water, dominating the outdoor arena of The Cloudscape. All visitors to the Lancôme Loong installation received a complimentary voucher which drove traffic to both its online and offline stores.

Elsewhere at The Cloudscape, Lancôme ran a vibrant, Chinese red envelope-themed outpost which showcased the Génifique bottle and highlighted its gifting appeal during the peak Lunar New Year gifting period.

Each week throughout February, Lancôme ran a ten-minute light show which transformed the night sky with Year of the Dragon-themed motifs. The light show extended the campaign’s reach from The Cloudscape to the Sky Ring Bridge.

In partnership with China Duty Free Group (CDFG), Lancôme also transformed the Sky Ring Bridge with striking augmented-reality (AR) imagery that wove together the Lancôme Advanced Génifique and Loong Dragon stories with the natural environment of Hainan {C-Loong is China Duty Free Group’s character logo for the Year of the Dragon -Ed}.

The landmark activation marked the first time that Lancôme has taken over the Sky Ring Bridge in Haitang Bay.

Extending the campaign’s reach online, Lancôme partnered with Didi 滴滴, a leading Chinese mobile transportation application, to connect with travellers on their way to Haitang Bay. As travellers booked their rides on Didi, they were greeted by Lancôme’s mythical Loong dragon and the Génifique bottle. The application gave them information on the exclusive offers available across Lancôme’s boutiques in Hainan.

The partnership marks Lancôme’s first collaboration with the transportation platform.

The animations were also supported by a high-profile digital screen and OOH media campaign running at Hainan airports.

“As we step into this auspicious year, may the wheels of fortune turn in your favour,” commented China Duty Free Group Deputy Manager of Perfumes and Cosmetics department, Central Merchandising Division Dorothy Liu.

“On behalf of the CDFG family, we extend our appreciation to our esteemed partners at Lancôme Travel Retail Asia Pacific, with whom we continue to build a robust alliance. Together, we embark on a journey to create exciting retail experiences that will push the boundaries of excellence and collaboration.”

“We are truly privileged to play a role in this breathtaking Chinese New Year illumination event in Hainan, alongside Lancôme Travel Retail Asia Pacific and China Duty Free Group,” commented L’Oréal Luxe Travel Retail Asia Pacific General Manager Yeon Ah Choi. “As we usher in the Year of the Dragon, we extend our heartfelt wishes to our loyal patrons and travellers for a year filled with breakthroughs, successes and unprecedented growth.

“Lancôme’s presence in this cultural celebration signifies our commitment to elevate experiences, embrace grandeur and continuously introduce new dimensions of luxury to our cherished customers.”

Lancôme Travel Retail Asia Pacific General Manager Linda Wang added: “In our journey at Lancôme Travel Retail Asia Pacific, we align with the profound symbolism of this season particularly as it signifies the awakening of a dominant dragon.

“Lancôme, as a guiding force in ushering in the New Year, embraces this powerful motif, and our commitment extends to cultivating a vibrant atmosphere for an exceptional New Year experience tailored for all our valued customers, especially the travellers and consumers in Hainan.”

The Lancôme Advanced Génifique features a potent complex of seven pre and probiotic fractions that help skin recover +77% faster from the very first drop. It is comprised of three biotech-based prebiotics to promote balanced growth of beneficial bacteria and four probiotic fractions with four microorganism strains.

Each drop of Lancôme Advanced Génifique delivers 30 million pre and probiotic fractions. After one bottle, skin becomes younger, stronger and more radiant based on a sensory test of 34 women who used the serum for an eight-week period. ✈