CHINA. L’Oréal Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to unveil the digital-first L’Oréal Paris Maison pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The pop-up, launched to celebrate Lunar New Year (1 February) showcases the brand’s CDF-exclusive Revitalift Filler HA Serum through a fully-integrated O2O experience. It was launched on 1 January and will run until 28 February.
“It is a great pleasure to collaborate with L’Oréal Paris Travel Retail to create a unique online and offline shopping experience for our travellers in the lead-up to the Lunar New Year celebrations,” commented China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang.
“With L’Oréal Paris’ commitment to beauty and technology, we hope that this pop-up will deliver a memorable brand experience for our travellers during this festive season at Sanya International Duty Free Shopping Complex.”
L’Oréal Travel Retail Asia Pacific is welcoming the Year of the Tiger with a roar with the O2O L’Oréal Paris Maison activation. The campaign — which occupies both digital and physical worlds — is seamlessly integrated with all the touchpoints of the consumer journey.
The experience begins with travellers receiving a mobile invitation to the L’Oréal Paris virtual shopping experience as soon as they land in Hainan.
The first floor of the virtual pop-up offers skin consultations by Skin Genius, L’Oréal Paris’ artificial intelligence-powered digital diagnostic tool.
The journey continues the laboratory-themed second floor which invites visitors to learn more about the science behind L’Oréal Paris’ hero products the Revitalift Filler HA Serum, Youth Code, Filler Eye Cream for Face, Revitalift Classic and Age Perfect Cell Renew.
The virtual journey concludes at CDFG’s e-shop where users can shop their favourite L’Oréal Paris products. It also features a call to action that invites travellers to visit the real-life pop-up store at the CDF Mall.
The Lunar New Year takeover continues in real life within the L’Oréal Paris Maison activation at the CDF Mall. The pop-up is dressed in festive red and gold with bright tiger motifs to usher in the Year of the Tiger in style.
Shoppers are greeted by Maison butlers who introduce them to the exclusive Revitalift Filler HA Serum, which is exclusive to CDFG within Hainan travel retail. Afterwards, visitors are invited to receive real-life personalised skincare recommendations from the Skin Genius diagnostic tool to receive a limited-edition Lunar New Year souvenir from L’Oréal Paris.
On 13 January, top Chinese KOL 迟池Chichi hosted a livestream session with CDFG on Weibo, extending the pop-up’s reach online. During the broadcast, Chichi shared her favourite L’Oréal Paris products and wished her fans a happy Lunar New Year.
Commenting on the digitally-driven activation, L’Oréal Paris Travel Retail Asia Pacific General Manager Arnaud Darde said: “We are pleased to unveil the L’Oréal Paris Maison pop-up to celebrate the Year of the Tiger in collaboration with China Duty Free Group.
“The digitally powered consumer experience is another important milestone for our brand as we continue to reinvent the consumer experience. We are thrilled with the reception and look forward to presenting more exciting adventures for digital savvy travellers across Asia Pacific in the near future.”
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