Lancôme Travel Retail Asia Pacific last month celebrated the ten-year anniversary of its hugely successful Advanced Génifique serum by unveiling the world’s first Microbiome Hub.
The Lancôme Microbiome Hub debuted on 8 October at T Galleria Beauty by DFS at Hysan Place, Causeway Bay in Hong Kong. The striking pop-up highlighted Lancôme’s New Advanced Génifique formula, which is the first time the brand has updated the formula in ten years.
The Lancôme Microbiome Hub was a phygital playground, where guests discovered the many benefits of microbiome science through playful retailtainment zones. Some digital highlights included a 3D digital Génifique billboard and a 2.5 metre-high LED Génifique bottle.
The microbiome journey began with an automatic formula sensor experience, where guests tried out the new formula and played with an interactive digital table. Afterwards, guests took commemorative GIFS and photos at the microbiome photo kiosk. These were then displayed on the 2.5 metre-high New Advanced Génifique LED bottle.
Personalised engraving services were also available with any purchase of the New Advanced Génifique serum, as well as exclusive gifts and sweet treats courtesy of Lancôme.
As reported, the Advanced Génifique serum is Lancôme’s top hero product, having sold over 25 million bottles worldwide since launch.
The new formula is the culmination of 15 years of microbiome research — and delivers essential resources such as sugars, amino acids, and lipids to help protect, regulate and repair skin. It has also been enriched with a patented complex of seven pre- and probiotic fractions that help promote healthy and youthful skin. The prebiotics provide a vital source of nutrients for microbiome bacteria, while the probiotics provide overall skin health benefits.
“I am very excited to celebrate Lancôme’s best-loved icon product: Advanced Génifique, now upgraded with the most cutting-edge innovation from Lancôme skincare lab after 15 years of ground-breaking technology research in the whole new age of microbiome” — Lancôme Travel Retail Asia Pacific General Manager Tao Zhang
According to Lancôme Travel Retail Asia Pacific General Manager Tao Zhang, the event was a great opportunity to share the brand’s latest cutting-edge skincare innovation.
She said: “I am very excited to celebrate Lancôme’s best-loved icon product: Advanced Génifique, now upgraded with the most cutting-edge innovation from Lancôme skincare lab after 15 years of ground-breaking technology research in the whole new age of microbiome. I am proud to work with our long-time partner DFS again in another innovative outpost to bring the product experience live to our dear customer.”
“DFS is committed to providing outstanding and thrilling experiences for our discerning traveling customers,” said DFS Group Senior Vice President Beauty Christophe Marque. “We are proud to once again partner with Lancôme, who has been at the forefront of innovative skincare, in unveiling this Lancôme Microbiome Hub. Through an exciting mix of experiential retailtainment and digital touchpoints, microbiome science is now revealed to all beauty lovers.”
A ground-breaking beauty discovery The microbiome is a symbiotic living ecosystem of microorganisms in human skin, which is vital in maintaining the skin’s natural defences and regenerative qualities. When one’s microbiome is balanced, the skin is able to protect, regulate, and repair naturally. Lancôme claimed that microbiome research is the future of the skincare and cosmetics industry. The company has invested heavily in research, exploring the relationship between the microbiome and skin quality. The research team consists of 50 experts from different scientific fields. “We know that microbiome science is a promising new field of research, that has the potential to offer endless possibilities in terms of our overall health and skincare,” said Lancôme International Global Brand President Françoise Lehmann at the time of launch. “That’s why we are very proud to launch the new Advanced Génifique, which harnesses microbiome science and the research conducted by our own teams, in collaboration with the world’s leading scientific experts,” she added. |
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Lancôme’s story will also appear in coming days 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. |
