CHINA. L’Oréal Travel Retail Asia Pacific rang in the Lunar New Year with an Armani beauty pop-up at the recently opened cdf Sanya International Duty Free Shopping Complex Block C in Haitang Bay, Hainan province.
The activation was supported by a campaign starring Global Fragrances Ambassador Jackson Wang.
The outdoor activation ran from 4 to 28 February and featured a red dragon installation which enveloped the exterior façade.
The pop-up highlighted Armani/Privé Haute Couture Fragrances, including Santal Dan Sha. The product line-up also featured Crema Nera Reviving Cream, Power Fabric+ Foundation, Lip Maestro lip colour and Sì Passione fragrance.
An on-site fan embroidery service allowed travellers to collect a personalised souvenir. The display podiums were adorned with mahjong tiles, highlighting tradition in a contemporary setting.
The space reflected Armani beauty’s sustainability efforts as it was eco-designed and eco-constructed, with 57% materials sourced from recycled sources and 32% from renewable materials.
The structures were hollowed for a -36% (10,307kg) reduction in weight while separable materials ensured end-of-life recycling. ✈
