CHINA. L’Oréal Travel Retail Asia Pacific recently hosted a SkinCeuticals Antioxidant Lab activation at the Sanya EDITION Hotel in Hainan, in association with China Duty Free Group. The laboratory-themed pop-up showcased the premium medi-cosmetic brand’s three signature serums: CE Ferulic, Phloretin CF and the newly-released Silymarin CF. It ran from 4 to 30 November.
Blending SkinCeuticals’ dermatological expertise with a range of engaging online and offline experiences, the pop-up entertained and educated travellers about the science-backed efficacy of the three hero serums.
L’Oréal Travel Retail Asia Pacific General Manager of Active Cosmetics and Professional Products Divisions Fran Law commented, “Consumers are increasingly knowledgeable and discerning when it comes to skincare. Now more than ever, they value products that are clinically-proven and backed by science.
“It is with pride that we launched SkinCeuticals’ first hotel takeover together with China Duty Free Group, which showcased our brand’s breakthrough formulations through such an immersive and consumer-centric journey.”
A giant CE Ferulic Serum bottle welcomed visitors at the entrance of the Antioxidant Lab. The journey began at the laboratory-inspired interactive wall, which helped visitors identify the right SkinCeuticals serum for their specific skin needs.
This was followed by three LED touchscreens, each one representing a SkinCeuticals serum, which enabled an interactive digital discovery journey that highlighted the efficacy of SkinCeuticals’ antioxidant formulations. The digital experience concluded with a QR code that linked to China Duty Free Group’s pre-order ecommerce platform.
A moving conveyor belt, which featured the three serums, was another highlight alongside a hands-on experience that visualised the effect of antioxidants on the skin. The pop-up also featured SkinScope, L’Oréal’s new Beauty Tech diagnostic tool, which assessed visitors’ skin to offer personalised skin consultations and regimen recommendations.
The journey concluded at the digitalised SkinCeuticals gift redemption machine where visitors received free antioxidant serum samples. The machine also featured a call-to-action leading visitors to the SkinCeuticals store at the Sanya International Duty Free Shopping Complex.
The SkinCeuticals Antioxidant Lab was celebrated with a special VIP event held from 26 to 28 November. Nine high-profile KOLs and 78 VIPs from China Duty Free Group and TongCheng Online Travel Agency enjoyed a series of SkinCeuticals experiences, including an expert-led presentation on the brand’s formulations. They also received a SkinScope diagnosis and a 45-minute treatment.
