CHINA. Maison Margiela Fragrances, part of L’Oréal Group, has partnered with China Duty Free Group (CDFG) to launch an airport-themed activation campaign at the cdf Sanya International Duty Free Shopping Complex in Hainan.
Maison Margiela Fragrances ran the main pop-up in the Global Beauty Plaza (Block C) and an outpost in Block A from 1-28 June. The outpost invited shoppers to explore Maison Margiela Fragrances’ perfumery portfolio and visit the main activation in Block C.
Designed as a chic airport lounge, the pop-up invited shoppers to discover the world of Maison Margiela Fragrances and find their signature Replica scent.
It echoed the brand’s minimalist design codes and featured an all-white colour palette with luggage installations that showcased the maison’s signature Bianchetto treatment (an aged painted treatment of fabric and leather used by Maison Martin Margiela across its collections).
The complete Replica fragrance collection was the star of the animation and offered fragrances, bath, body and home scents. A special focus was placed on the best-selling Lazy Sunday Morning Eau de Toilette and new release From The Garden.
Visitors were able to check-in at a digital kiosk where they could personalise a Replica boarding passes with their name and preferred travel dates.
A departures flip board displayed the main destinations that inspired the Replica scents. Visitors were able to interact with the display to discover their own scent journeys.
A dedicated café corner offered a selection of complimentary coffees. For any purchase, guests were also able to enjoy a special beverage from the menu.
The activation builds on the success of Maison Margiela Fragrances and CDFG’s pop-up campaigns over the last three years in Sanya.
L’Oréal Travel Retail Asia Pacific General Manager Maison Margiela Fragrances Molly Li commented: “We are honoured to partner with CDFG again in 2024 in bringing our immersive airport-themed pop-up to life.
“This pop-up exemplifies L’Oréal Group’s leadership in conquering the fragrance category, and our commitment to bring innovative consumer engagement for travellers and fragrance enthusiast alike.” ✈
