CHINA. Make Up For Ever, owned by LVMH Group, has launched a dedicated WeChat Mini Program called ‘玫珂菲 焕彩之旅’. The program is designed as a one-stop-shop portal that integrates online and offline touchpoints to create a seamless duty free shopping experience for Chinese travellers.
The experience highlights Make Up For Ever’s best-selling products and in-store services.
The WeChat Mini Program engages Chinese travellers with features created to interact with them pre-, during and post-trip. These include a 2D virtual recreation of Make Up For Ever’s flagship boutique at the cdf Haikou International Duty Free Shopping Complex, interactive ‘Desert Travel’ game, Makeup Quiz, beauty masterclasses and collective shopping groups.
The 2D virtual simulation invites users to take a virtual tour of the Make Up For Ever cdf Haikou flagship and discover the brand’s best-sellers and travel retail-exclusives. It also invites them to interact with the brand immersion room, book one-on-one beauty classes and organise group buys with friends.
The Desert Travel 沙 摸 之旅 Game takes inspiration from Make Up For Ever’s HD Skin Power Foundation collection. In the game, players skate through winding sand dunes to collect Make Up For Ever’s hero products while avoiding obstacles along the way. By playing the game, users can win an array of weekly and monthly special prizes.
The ‘What’s your Mood Today?’ Makeup Quiz recommends trendy makeup looks based on each user’s mood for the day. The makeup looks are selected based on different tourist activities in Hainan including beach days, hiking and trekking or simply visiting different hotels and bars.
Based on user responses, the quiz suggests the ideal makeup look for the specified activity and recommends the best Make Up For Ever products to achieve those looks.
The quiz has a call-to-action with links directing users to purchase the products directly from CDFG’s Bugou website [Bugou refers to the 180-day period in which Chinese travellers can user their unused duty free allowances -Ed].
The ‘My Little Academy’ Beauty Masterclass can be booked via the WeChat Mini Program and claimed at the Make Up For Ever flagship boutique at cdf Haikou International Duty Free Shopping Complex.
At the boutique, Make Up For Ever beauty experts teach travellers how to best apply the brand’s eyes, lips and face products. The classes are redeemable via member points in the app or with a minimum spend in-store.
The collective shopping ‘Group Buy With Friends’ feature enables travellers to share their duty free shopping quotas with friends and consolidate different products into one wish list. This empowers one person to buy all the favourite Make Up For Ever products of their entire group of friends.
In addition to maximising Chinese travellers’ duty free quotas, the feature also promotes Make Up For Ever’s gifting appeal.
The Make Up For Ever WeChat Mini Program incentivises user engagement with points and rewards. Points are gained by completing an array of tasks upon registration or by exploring products and playing with the Desert Travel Game.
These points can be used to redeem beauty samples, beauty-to-go products and beauty masterclasses in-store. The program is currently being promoted on Chinese social media to drive recruitment and boost engagement.
Make Up For Ever Regional Brand General Manager Travel Retail Asia Pacific and SEA-Oceania Keith Teoh said: “We always strive to connect and engage with our consumers. This Mini Program allows us to develop our relationship with Chinese consumers, in turn allowing them to discover and interact with us.” ✈
