HAINAN, CHINA. L’Oréal Paris Travel Retail Asia Pacific recently partnered with China Duty Free Group (CDFG) to unveil two Lunar New Year activations at the cdf Haikou International Duty Free Shopping Complex and cdf Sanya International Duty Free Shopping Complex in Hainan.
Timed to coincide with the Lunar New Year peak travel period, the dual activations captured heightened passenger traffic and festive spending with retailtainment, exclusive gifts with purchase and personalisation elements.
L’Oréal Paris collaborated with Chinese origami designer Liu Tong to create a visual identity for its Year of the Horse pop-up campaign. His artwork forms the centrepiece of the animations’ retail design, focused on a striking red origami horse motif.
At the heart of the activation was an immersive ‘Treasure Dash’ retailtainment experience. The animation invited travellers to engage in an interactive journey inspired by a symbolic dash from Hainan to the Arc de Triomphe.
Participants collected virtual ingots on horseback before returning to the Paris landmark, driving both dwell time and engagement.
The dual animations placed a strong focus on seasonal gifting. Travellers could curate personalised skincare and makeup selections, presented in limited-edition gift boxes inspired by Liu Tong’s origami designs.
In addition, L’Oréal Paris introduced an Asia Pacific travel retail-exclusive Lunar New Year ‘Blind Box’ charm collection. Available with qualifying purchases, the range featured 12 Chinese zodiac charms alongside six Parisian-inspired charms, including two designs created exclusively for Hainan.
According to the brand, the blind box enhanced the sense of surprise and encouraged repeat purchase while offering an added element of personalisation. 🏝️
