INTERNATIONAL. Estée Lauder Travel Retail has launched the new Double Wear Stay-in-Place Foundation across travel retail, supported by a series of experiential activations in Hainan, London, Bangkok, Macau and Dublin.
The matte foundation, the latest addition to the Double Wear franchise, has been introduced at key airport locations worldwide.
The launch was accompanied by pop-ups, personalised consultation services and travel retail-exclusive (TREX) promotions designed to drive engagement and product discovery.
Central to the campaign was ‘The Playhouse of Dreams’ concept, developed in partnership with China Duty Free Group at the cdf Sanya International Duty Free Shopping Complex in Hainan.
Open throughout May, the activation spanned two locations within the Block C Global Beauty Plaza and featured personalised consultations, shade-matching services, an AI photo experience and interactive elements, including a claw machine and shade-inspired ball-pit swing.
The campaign also extended beyond retail through a collaboration with luxury hotel Rosewood Sanya in Haitang Bay, where Double Wear Stay-in-Place Foundation sampling and branding were integrated across guest touchpoints.
In partnership with Avolta, Estée Lauder Travel Retail hosted a service-led Double Wear pop-up in London Heathrow Airport Terminal 3, focused on personalised consultations and shade matching.
The activation featured a TREX gift-with-purchase programme, including Stay-in-Place-themed jewellery, alongside cross-category product promotions.
Additional activations were unveiled at Bangkok Suvarnabhumi Airport, Four Seasons Macau and Dublin Airport Terminal 2, combining personalised beauty services with immersive brand experiences and gift-with-purchase offers.
In Asia Pacific, Estée Lauder Travel Retail also partnered with Stanley 1913 on an exclusive set combining selected Estée Lauder products with a Stanley 1913 Café-To-Go Travel Mug and accessories.
The collection is available at more than 40 Estée Lauder counters across ten markets in the region. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
