HAINAN, CHINA. L’Oréal Travel Retail Asia Pacific recently partnered with China Duty Free Group (CDFG) to launch the Armani Beauty Summer Mare pop-up at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Hainan.
The animation offered travellers an immersive Mediterranean-inspired retail experience that celebrated Armani Beauty’s triple-axis portfolio. It ran from 30 June to 27 July.
Capturing the atmosphere of an Italian summer escape, the pop-up showcased Armani beauty’s fragrance and makeup portfolio through interactive experiences, personalised services and exclusive gifts.
The opening was attended by Armani Fragrance Global Ambassador Jackson Wang. The rapper and singer-songwriter invited his fans to discover the Armani/Privé fragrance collection with a focus on Thé Yulong, Vétiver D’Hiver and Orange Méditerranée.
Other product highlights included the UV Master Primer, Power Fabric Pro Longwear Velvet Matte Foundation, Lip Maestro Magnet, My Way Eau de Parfum and Acqua Di Giò Homme.
Inspired by the Mediterranean coastline, the Summer Mare pop-up featured a series of interactive installations. Travellers played a virtual game that simulated a drive along the Italian coastline, while a retro-style telephone booth and vintage Italian car served as photo opportunities where travellers could take selfies and create personalised Armani postcards.
Exclusive summer-themed refreshments, including popsicles inspired by the key ingredients of Acqua Di Giò Homme, were on offer alongside exclusive gifting.
Beauty services formed a key part of the experience. A dedicated fragrance discovery experience showcased the diversity of the brand’s perfume offer portfolio. Live makeup demonstrations took place on selected weekends, teaching shoppers how to recreate Armani Beauty’s seasonal makeup looks. 🏝️
