CHINA. Lancôme Travel Retail Asia Pacific and China Duty Free Group (CDFG) have teamed up to bring the Lancôme Blooming Rose pop-up to life at the cdf Haikou International Duty Free Shopping Complex. The pop-up is centred around the theme ‘Together we bloom into happiness’. It celebrates Lancôme’s signature rose emblem and was launched to coincide with the Chinese New Year holidays.
The Lancôme Blooming Rose omnichannel campaign marks several firsts for the brand. The 172sq m pop-up space is the largest outdoor animation in Hainan. It invites travellers to discover the world of Lancôme and try out its best-sellers.
The Génifique Rose Garden is a key feature of the pop-up and features a two-metre tall Advanced Génifique Serum bottle.
The virtual rose garden, filled with 10 million digital roses, invites shoppers to create one-of-kind memories by designing AI roses with personal messages, which will then be displayed in the garden. They can also write bespoke Chinese New Year wishes and bring home a souvenir from the augmented reality photo booth.
Underlining its commitment to beauty tech, the activation features the very first Lancôme Skin Screen Room in Hainan.
Here, travellers can enjoy complimentary skincare consultations from Lancôme Beauty Advisors, who use in-depth information from the Skin Screen to recommend bespoke skincare routines that address customers’ specific skin needs.
Extending the campaign’s reach inside the complex, Lancôme has taken over the mall’s indoor atrium with a spectacular digital rose animation, using the complex’s existing art and light installations. Lancôme has turned the atrium bright red with large flowers and digital blooms lighting up the interior of the complex. This is further enhanced by a takeover of the 324sq m LED screen in the atrium.
Lancôme has also taken Haikou Old Town, one of Haikou’s most popular tourist attractions, by illuminating the streets with festive digital roses. Tourists are transported to Lancôme’s Blooming Rose town via a Lancôme branded tram, where their experience culminates with a dazzling light show.
To celebrate the campaign, Lancôme hosted a star-studded Rose Paradise event on 12 January. It was attended by L’Oréal China Travel Retail General Manager Adele Zhang; China Duty Free Group Executive Deputy General Manager Luke Chang and Chinese celebrities and Lancôme Brand Ambassadors Song Yi 宋轶 and Li Wen Han 李汶翰.
Lancôme further extended the campaign’s reach to the digital realm by broadcasting seven simultaneous livestreams across CDFG’s social channels, reaching a record-breaking 32 million views solely on the cdf Haikou platforms.
The livestreams were hosted by top Chinese KOL 枝南南 alongside four other CDFG co-hosts. They featured a star-studded line-up of celebrity guests including Chinese actresses Song Yi (宋轶), singer and member of pop group UNIQ Li Wen Han (李汶翰), and actress/KOL 洪潇 Hanna.
The livestreams took audiences on a dynamic virtual journey highlighting the different elements of the Lancôme Blooming Rose takeover in Hainan. The livestreams took audiences on a tour of an exact digital replica of the Lancôme pop-up store, which offered a variety of interactive virtual elements.
Viewers were able to shop Lancôme’s best-sellers directly through the livestreams. The grand finale featured Lancôme’s first-ever digital drone show and digital fireworks display, which lit up the virtual sky with vibrant Chinese New Year greetings from the brand.
“We are honoured to be blooming into the new year with China Duty Free Group once again for our first-ever disruptive Lancôme Travel Retail Asia Pacific takeover of the new cdf Haikou International Duty Free Shopping Complex, solidifying our leadership in Spring Festival animations and the omni-retail space, and constantly innovating new experiences for Hainan travellers,” commented Lancôme Travel Retail Asia Pacific General Manager Linda Wang.
“China Duty Free Group would like to thank our strong partners at Lancôme Travel Retail Asia Pacific for yet another blockbuster Spring Festival event to celebrate the beauty of togetherness,” commented China Duty Free Group General Manager of Perfume and Cosmetics department, Central Merchandising Division Grace Wang.
“The inauguration of the first celebrity event here at CDF Haikou International Duty Free City sets the bar to bring unique and exciting retail experiences to new heights in this blooming new year.”
L’Oréal Luxe Travel Retail Asia Pacific General Manager Yeon Ah Choi commented. “Lancôme is a leading brand of beauty and innovation, always seeking to delight its consumers by constantly re-inventing retail experiences. We are pleased to partner with China Duty Free Group to bloom in the city of Hainan through the multiple experiential Blooming Rose activations and touch points to celebrate happiness and hope in this new year.” ✈
