CHINA. Lancôme Travel Retail Asia Pacific joined forces this month with China Duty Free Group (CDFG) to launch the Rénergie H.C.F. Triple Serum – The Impossible Made Possible at the Haikou Mova Mall in Hainan.
The debut was highlighted through the brand’s first O2O takeover at the shopping complex. The anti-aging serum featured in a striking, high-tech pop-up and immersive virtual store designed to bring to life the science and technology behind the product’s high-performance formula.
Travellers were welcomed at the pop-up entrance by a first-of-its-kind mechanical dummy of the new serum. It showcased the product’s hi-tech packaging design, with each dermactive ingredient held within separate chambers to ensure protection from air, light and impurities.
In the middle of the pop-up, a 3D LED screen highlighted the Rénergie H.C.F. Triple Serum’s disruptive formula. Lancôme said the formula is a result of the brand’s efforts to combine potent active ingredients which were previously deemed incompatible and are now combined in one triple dose.
Consumers could also experience Lancôme’s most advanced skin diagnosis tool, the Lancôme Skin Screen, with beauty advisors recommending a customised skincare regimen to suit each consumers’ skin needs in a private luxurious space.
According to Lancôme, its Skin Screen is powered by 20 years of research and artificial intelligence (AI) and combines tri-polar light technology and cutting-edge AI algorithms to measure 13 key clinical skin parameters.
Additionally, a vending machine was strategically positioned at the end of the consumer journey, driving recruitment by encouraging travellers to take a sample of the product.
The pop-up offered multiple O2O experiences aimed at immersing shoppers into the Rénergie universe, with key highlights including 3D retailtainment, an interactive wall activated by RFID sensors and interactive product touch points.
Adapting to changing online consumer needs, Lancôme Travel Retail Asia Pacific said it hopes to elevate consumer experience online through more educational and engaging elements.
Lancôme Travel Retail Asia Pacific General Manager Linda Wang commented: “We are extremely elated to be partnering with China Duty Free Group on our new Rénergie H.C.F Triple Serum launch to continue to push the boundaries in the omni-retail space and to constantly reinvent shopping experiences for Hainan travellers.”
China Duty Free Group General Manager of Perfume and Cosmetics Department, Central Merchandising Division Grace Wang added: “It is an honour for the China Duty Free Group family to once again partner with our friends at Lancôme Travel Retail Asia Pacific on yet another wonderful launch event this festive season.
“We are in awe and constantly resonate with the technological breakthroughs and innovations.”
