CHINA. Moodie Davitt STUDIO* today proudly releases its latest production, dedicated to global prestige skincare brand SK-II’s inaugural global travel retail flagship store, opened on 26 September in partnership with China Duty Free Group at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
Speaking exclusively to The Moodie Davitt Report during the recent TFWA World Exhibition in Cannes, P&G Skin Care President Sue Kyung Lee said: “Consumers are still travelling, but they are looking for something else, beyond shopping.
“In that regard, the first thing I really wanted to create is a destination in itself. So when she plans to travel, we want her to visit Haitang Bay and immerse herself in SK-II in a never-seen-before kind of experience.”
The film, shot, directed and edited by Hainan-based Alexander Roux and featuring our local Content Specialist Lara Netherlands, portrays how the opening marks a new chapter for SK-II. It’s an experience designed to tell the unique story of SK-II’s heritage. At its heart is SK-II’s legendary PITERA, a naturally derived ingredient born from the meticulous fermentation process SK-II is famed for.
At the centre of the beautifully crafted space is the LXP Experience, a golden sanctuary where SK-II’s most luxurious skincare launch, its groundbreaking LXP Craftsmanship series, is brought to life.
Here, SK-II elevates the skincare counselling experience to a ceremonial level. SK-II skin experts provide personalised advice, ensuring customers walk away with the best skincare regimen for their individual needs.
This flagship store stands as a testament to SK-II’s dedication to providing superior skincare experiences.
As consumers step out of the store, the film portrays how they encounter a window to the memorable experience just witnessed.
The exclusive SK-II Act of Craftsmanship event mirrors the ceremonial skincare experiences of the brand’s global travel retail flagship store.
The experience launched concurrently with SK-II’s Global Travel Retail flagship store debut, running throughout October.
An experiential feature of this activation invites guests to witness the time-honoured art of ceramic restoration, where broken fragments of pottery are precisely interconnected with lacquer and gold.
We hope you enjoy this ravishingly cinematic film devoted to a landmark initiative both for SK-II and travel retail. ✈
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*About Moodie Davitt STUDIOMoodie Davitt STUDIO is a division of The Moodie Davitt Report, one of the world’s most successful multi-media business-to-business publishers, specialised in providing multi-media business intelligence of the highest quality to the global aviation and travel retail sectors. Moodie Davitt STUDIO productions feature a wide variety of formats and subject matter, from 60-90-second shorts designed for multiple social media channels to longer documentaries and even series to be shown across our and clients’ platforms. The films are fronted variously by The Moodie Davitt Report Co-Owners Martin Moodie and Dermot Davitt, Brands Director Hannah Tan-Gillies and Haikou-based content specialist Lara Netherlands. The production team is led by Videographer, Editor and Director Alexander Roux; complemented by Production Manager Chen Ming (‘Mao’), both based in Hainan province, China; and UK-based Video Editor Declan Moodie and Development and Systems Operations Director Matt Willey. *For partnership enquiries please reach out to: Martin Moodie: Martin@MoodieDavittReport.com (Content) Irene Revilla: Irene@MoodieDavittReport.com (Sales, International) Zhang Yimei: Yimei@MoodieDavittReport.com (Sales, China) |
