CHINA. Make Up For Ever Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to launch the ‘HD Skin Exploration Journey’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The animation showcases the LVMH-owned beauty brand’s HD Skin Foundation and is running from 1-28 June. It marks Make Up For Ever’s first-ever pop-up store in Hainan duty free.
The immersive and interactive ‘HD Skin Exploration Journey’ animation takes shoppers on a skin discovery experience to help them achieve undetectable and flawless makeup.
The first stop begins at the ‘Focus on Me’ game, which challenges shoppers to detect Make Up For Ever’s star product using a virtual camera lens. Players must tap and capture the elusive HD Skin Foundation bottle within 30 seconds for a chance to win product samples as a gift with purchase.
The journey continues at the ‘Complexion Exploratory Bar’ where shoppers can discover the Make Up For Ever best-sellers that would suit their specific skin types and desired makeup looks. Beauty ambassadors are on-site to give pro-tips on how to apply the products and suggest the recommended tools and techniques to achieve flawless makeup.
A complexion expert is also on-site to offer one-to-one makeup consultations. The expert offers shade-matching advice in addition to a flash makeup touch-up service.
They also curate specific makeup routines tailored to each customer’s preferences.
The routines feature different Make Up For Ever hero products including the Ultra-HD Micro-Finishing Loose Powder, Ultra HD Setting Powder and Mix & Fix Setting Spray.
The experience concludes at the HD Skin Wall Installation which is a three-metre tall HD Skin Bottle inspired by the design of the HD Skin Foundation packaging.
The installation offers an engaging photo opportunity for shoppers and features four coloured caps to distinguish the foundation line’s four skin tone families, across 40 shades.
HD Skin Foundation: Powered by Micro-Skin
Make Up For Ever’s Ultra HD Foundation was launched in 2008, quickly becoming one of the brand’s best-selling products. For the past three years, 31 of Make Up Forever’s professional makeup artists have come together to refresh the formula of the popular foundation range.
Co-created with Make Up For Ever’s makeup professionals, the new HD Skin Foundation was launched in 2022. The foundation is undetectable, powered by a micro-skin system filled with active ingredients.
The ultra-lightweight formula comes with micro-blurring powders that blur out imperfections and delivers a true-to-skin finish. Its micro-meshed structure was designed to follow skin movements all-day without creasing or patchiness.
In addition, the foundation is free from any animal-derived ingredients. The cap is made with bio-sourced plastic, while the glass bottle is both recycled and recyclable. 100% of the product is made in France.
The ‘HD Skin Exploration Journey’ pop-up follows the rollout of Make Up For Ever’s global ‘Focus on Me’ campaign in February 2022. The campaign stars Make Up Forever Global Brand Spokesperson, Chinese singer/rapper/dancer Liu Yu Xin (刘雨昕). Liu is a member of Chinese pop group THE9 and is best-known for winning the iQiyi reality show ‘Youth With You 2’ (青春有你2).
Alongside Liu, ‘Focus on Me’ features an inspiring cast of female ambassadors. This includes French model Tina Kunakey, Lebanese KOL Nour Arida, American actress Marsai Martin and British-Japanese singer Rina Sayawama.
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