Lancôme Travel Retail Asia Pacific celebrated its refreshed L’Absolu Rouge lipstick with an expansive outdoor plaza takeover backed by a range of vibrant digital innovations and services at Hainan Tourism Duty Free Shopping Complex in Sanya through October.
In collaboration with licence holder Hainan Tourism Investment Duty Free Co (HTDF) and Lagardère Travel Retail China, a grand inauguration ceremony for the pop-up was held on 11 October attended by key opinion leaders (KOLs).
The project marked Lancôme’s first makeup event in Hainan. It was supported by a dazzling array of digital and interactive touchpoints to drive consumer engagement throughout Golden Week.
At the front of Hainan Tourism Duty Free Shopping Complex a “hyper realistic” 3D L’Absolu Rouge lipstick collection dominated the giant exterior LED wall that is such a feature of the store opened in December 2020.
Adjacent, a ‘mesmerising’ 1,500sq ft pop-up featured golden curved wall panelling that resembled the golden ring of the L’Absolu Rouge lipstick.
Visitors to the pop-up were able to discover two new lipstick finishes, Drama Matte and Cream, via a video wall at the entrance. The tech-driven beauty journey continued with makeup trial stations and virtual try-on mirrors powered by ModiFace for visitors to try on the full lipstick collection.
Travellers were also able to pose at a rose-filled grand piano and record a video featuring fluttering AR petals for a chance to redeem a special gift.
Six beauty influencers made a special appearance on 11 October at the pop-up with a photo shoot to share their L’Absolu Rouge moment in Hainan with consumers online.
“The newly renovated L’Absolu Rouge is one of our most significant makeup launches for the year, and it really has us excited,” said Lancôme Travel Retail Asia Pacific General Manager Stevie Wong.
“L’Absolu Rouge has been Lancôme’s iconic makeup product, which offers women the freedom to express joyful and positive beauty, throughout the years. We are very happy with the innovative retail experience we re-imagined at the L’Absolu Rouge Hainan pop-up during Golden Week, and that’s largely thanks to Lagardère Travel Retail and Hainan Tourism Investment Duty Free Co (HTDF) with whom we have a strong partnership.
“We have always enjoyed the collaborative process with brand partners and seeing creative concepts like Lancôme L’Absolu Rouge pop-up come to life,” said Lagardère Travel Retail Vice President Duty Free Merchandizing – Asia Terry Chua. “It’s part of our belief that the retail experience should be constantly refreshed and re-invented to engage consumers to look forward in making return visits to Hainan Tourism Duty Free Shopping Complex.”
The event featured the L’Absolu Rouge lipstick range which has recently benefited from upgraded packaging and formulation, featuring 11 new shades. Upon purchase on the day, consumers were able to return to the pop-up to redeem a customisable phone case with gold chain straps and logo charms while stocks lasted.
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