CHINA. L’Oréal Travel Retail and China Duty Free Group (CDFG) are celebrating the success of their immersive summer activation featuring luxury professional haircare brand Kérastase.
The Kérastase Summer Beach Club campaign, which ran throughout July at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, featured an interactive pop-up that captured the essence of the French Riviera while channelling Hainan’s vibrant energy.
Key highlights included product discovery amid a beach-inspired backdrop, featuring design elements echoing the classic striped beach cabanas found on the French Riviera.
Guests were welcomed with a personalised postcard at check-in, serving as a guide through the pop-up journey. As they explored each touchpoint, visitors were rewarded with a complimentary sample of the Kérastase Elixir Oil.
With summer at its peak, Kérastase offered travellers haircare solutions designed to protect against environmental aggressors such as sun, salt, chlorine, heat and humidity – factors that can leave hair dehydrated and more prone to breakage.
Using the high-precision KSCAN 2.0 device, the pop-up offered an in-depth hair and scalp assessment. The diagnostic tool delivered detailed insights into visitors’ hair condition, enabling Kérastase experts to recommend targeted solutions to meet their haircare needs.
A professional stylist from Kérastase was on hand to provide tailored summer hair makeovers, helping travellers achieve beach-ready looks.
Adding a touch of travel-inspired fun, the Surf School photo zone invited guests to snap a photo against a vibrant, surf-themed backdrop, complete with magnetic photo prints as souvenirs of their summer journey.
The product discovery zone featured an interactive scent experience, with motion-activated fragrance-filled bubbles released at the wave of a hand, bringing the brand’s signature scents to life in an innovative format.
The activation also highlighted gifting, offering a complimentary wrapping service with limited-edition gift boxes.
With every purchase, guests received a special tote bag that could be customised with event-exclusive Kérastase patches.
The campaign extended to Rosewood Hotel Sanya with a complete brand takeover, offering travellers a fully immersive summer experience.
Hotel guests were invited to experience the Kérastase styling station, which offered the same services, including a KSCAN 2.0 diagnosis and hair transformation using the brand’s hero products.
Professional stylists were on hand to offer personalised recommendations to each guest’s haircare needs.
Evoking the French Riviera summer holiday experience, Kérastase’s Summer Beach Club was recreated at the hotel’s beachfront location. The scene was complete with oversized striped umbrellas and luxurious loungers in the brand’s signature coral and white palette.
L’Oréal Travel Retail Asia Pacific Managing Director Jesús Abia underscored the importance of adapting to evolving haircare needs during the summer.
{Click on the YouTube icon to watch L’Oréal Travel Retail Asia Pacific Managing Director Jesús Abia describe the beauty leader’s ambitious vision for the future of airport retail in this engaging video interview with The Moodie Davitt Report Brands Director Hannah Tan shot during the TFWA Asia Pacific Exhibition in Singapore this May}
He said, “We wanted to create an experiential space that not only educates our consumers on the best practices for protecting and enhancing their hair during this season but also immerses them in the aspirational lifestyle associated with summer travels. And Kérastase Summer Beach Club does just that for our travellers.”
L’Oréal Travel Retail Asia Pacific Dermatological Beauty and Professional Products Division General Manager Loic Hemard added, “The Kérastase Summer Beach Club embodies our commitment to luxury, personalisation and innovation, offering a delightful escape where beauty meets leisure.
“It serves as a vibrant hub for brand engagement, inviting consumers to embrace their summer hair journey with confidence and style.
“Through this activation, Kérastase reinforces its position at the forefront of luxury haircare, continuously innovating to meet the evolving needs of its discerning clientele worldwide.” 🏝️
