CHINA. L’Oréal Travel Retail Asia Pacific has relaunched the flagship boutiques of Lancôme, Kiehl’s and YSL Beauté at the China Duty Free Group-run Sanya International Duty Free Shopping Complex with sustainable, beauty technology concepts.
The eco-designed stores take a holistic approach to sustainability from initial concept to construction to end-of-life recycling. The boutiques offer a vast range of beauty technology elements including virtual try-on, augmented reality-powered skin diagnosis and seamless brick and mortar to ecommerce integration.
“We congratulate L’Oréal Travel Retail Asia Pacific on their trio of store re-openings,” said China Duty Free Group (CDFG) General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang.
“Highly engaging, more sustainable and tech-enabled, the refreshed concepts are a welcomed sight and add to the year-end atmosphere. CDFG Sanya Haitang Bay Mall prides itself in being a premier travel destination, and with our lively tenant mix of innovative collaborators we are entering 2022 with renewed excitement and are poised to see healthy growth in the sector.”
Lancôme unveils an elegant world of beauty
The revamped 128sq m Lancôme boutique offers the brand’s skincare, makeup and fragrance lines, including several travel retail-exclusive sets.
Built with eco-certified materials and equipped with engaging digital enhancements, the boutique puts a special focus on Lancôme’s commitment to sustainability.
A digital feature wall outlines the brand’s ‘Caring Together for a Happier Tomorrow’ CSR programme, which outlines three key pillars. These are protecting biodiversity, supporting vulnerable women around the world, and empowering consumers to make more sustainable choices and become actors of change.
The artificial intelligence powered skin diagnostic tool ‘e-Youth Finder’ is another standout. It invites customers to take a selfie in order to decode their specific skin needs and offer personalised skincare recommendations.
YSL Beauté reveals bold new eco-friendly look
YSL Beauté reopened its 60sq m flagship — its first in the Asia Pacific region — with a striking new marble design. The eco-certified marble façade is complemented with a golden arch to welcome consumers into the space.
The boutique offers YSL Beauté’s complete range of skincare, makeup and fragrance products. Here, customers can enjoy beauty consultations, product trials and makeup touch-up services across categories.
As an added digital element, shoppers can scan QR codes at the tester bars to enable virtual makeup try-on. The QR Codes also redirect shoppers to the YSL product page on China Duty Free Group’s (CDFG) ecommerce platform.
A feature wall outlines the brand’s ‘Change the Rules: Acting Now for Tomorrow’ sustainability programme which covers various environmental and women’s protection initiatives, including its ‘Abuse Not Love’ campaign.
Kiehl’s unveils a playful new location
The Kiehl’s flagship store has been relocated to level 1 and renovated to further emphasis its brand identity. Signature Kiehl’s elements such as a bespoke ceiling with neon accents, chandelier and brand mascot Mr. Bones characterise the renovated space.
A rotating airplane and moving conveyor belt, which transports purchases from the store room to the cashier, is a standout feature and is exclusive to this location in travel retail. QR codes, displayed throughout the store, direct consumers to CDFG’s ecommerce channel and a new augmented-reality experience centred around Mr. Bones.
There’s plenty of beauty tech innovation here too with the ‘Instant Skin Reader’ offering dermatologist-led skincare diagnosis through consumers’ mobile phones.
In addition, the boutique shines the light on the brand’s ‘Kiehl’s Made Better’ CSR-programme. A feature wall highlights Kiehl’s sustainable commitments which include reforestation and panda conservation projects. The wall itself is built with eco-certified and recycled materials with removable fixtures that promote circular economy practices.
Commenting on the three refreshed flagship boutiques, L’Oréal Travel Retail Asia Pacific Managing Director Tao Zhang said: “We are pleased to once again collaborate with China Duty Free Group to unveil the best of beauty for travellers through the newly renovated flagship boutiques of Lancôme, Kiehl’s and YSL Beauté at CDF Mall in Haitang Bay.
“Consumers nowadays expect personalised service and meaningful dialogues with our brands; with a more sustainable and tech- driven approach, we are proud to reimagine the future of beauty while embracing the evolving needs and expectations of Chinese travellers.”
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