CHINA. L’Oréal Travel Retail Asia Pacific has collaborated with China Duty Free Group (CDFG) to unveil a fresh Valentino Beauty retail concept at the cdf Sanya International Duty Free Shopping Complex Block C in Haitang Bay, Hainan.
Opened on 29 April, the store spotlights popular Valentino Beauty products including the Go Cushion Glow and Born In Roma fragrance collection.
The store combines a white background with Valentino’s vibrant product colours and campaign visuals.
The retail design presents the ‘Edgitage’ concept, combining edginess and heritage with faceted white tiles and concrete to reinterpret Roman architecture.
The experience is inspired by Italian hospitality, encouraging product discovery and one-on-one consultations, contrasted with futuristic minimalism and neon lights.
The seven-step service path used by Valentino Beauty advisors is designed to deliver personalised attention to consumers. At the end of each consultation, they are introduced to luxurious gifting offers.
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle said: “Valentino Beauty is thrilled to open our first travel retail new-look boutique with CDFG in the new Block C, a true temple of beauty.
“Inspired by the Valentino fashion retail codes, this elevated look brings a new expression of Valentino Beauty. By iconising our bestsellers and providing intimate makeup services, this boutique provides a first-class customer experience.
“It is a truly exciting time for Valentino Beauty, with amazing innovations launching in makeup and fragrances that are bound to capture high desirability and visibility in all markets.” ✈
