CHINA. The Moodie Davitt Report is delighted to bring you exclusive video coverage of the recent opening of the Estée Lauder omnichannel flagship at the cdf Haikou International Duty Free Shopping Complex in partnership with China Duty Free Group (CDFG). The film was shot by Hainan Hinews Media Co., The Moodie Davitt Report’s strategic partner on Hainan Island.
Lu Tianqin, Chief TV Host of Hinews.cn Media and Head of the Duty Free Channel, was on location to visit the boutique. In line with the two publishing houses’ unique B2C and B2B partnership, the film is being shown across Hainan Hinews Media Co’s consumer channels and The Moodie Davitt Report’s WeChat and English language platforms.
The store, described as a “world-class luxury skincare journey”, occupies 296sq m of retail space, making it the world’s largest Estée Lauder travel retail boutique. The opening underlines the brand’s commitment to China travel retail and to bringing innovative customer experiences to Hainan travellers.
As part of the opening, Estée Lauder unveiled the Re-Nutriv Diamond Brilliance Serum in global travel retail.
Top media and KOLs were invited to celebrate the opening of the boutique and discover the new line. The Moodie Davitt Report was represented at the event by Hainan Hinews Media Co. Watch Lu Tianqin’s exclusive video coverage in the YouTube video below (English subtitles by The Moodie Davitt Report). Chinese readers can view by clicking here.
Commenting on the opening, The Estée Lauder Companies Global President Travel Retail Israel Assa said: “As we look to the future, we are excited to continue progressing our legacy of growth and innovation by breaking new ground through efforts that are both digitally-disruptive and consumer-centric. Integral to this success is our ongoing partnership with China Duty Free Group.”
The flagship was designed as a premier shopping destination that integrates experience, service and social retail. It encourages creative customer engagement by leveraging new digital technologies and links the in-store experience to online digital platforms.
Estée Lauder has partnered with the Duty Free Social Circle XHG Mini-Program to help shoppers discover interactive O2O shopping experiences through a virtual store map.
Product recommendations are enhanced with immersive AR technology, while ingredient information and associated brand heritage stories can be accessed by scanning bottles in-store.
In addition, Estée Lauder’s Luxury Fragrance Collection is brought to life by a sensorial fragrance experience using an Emotiscent ID Pilot technology that matches scents with individual emotions.
In the makeup zone, shoppers can virtually try on a wide range of makeup looks and earn bonus points by sharing their looks on social media.
Online purchases are powered by Cloud BA and supported by Live Chat in the Mini-Program.
Re-Nutriv’s latest collection is showcased via an exclusive zone within the boutique. This includes a dazzling Re-Nutriv Diamond Wall and a luxury beauty bar where customers can receive bespoke skincare consultations. In the Re-Nutriv zone, shoppers can indulge in complimentary eye massages or hand massages.
In a brand first, a Re-Nutriv spa cabin is hidden behind the Diamond Wall and offers deluxe skincare treatments for customers.
Travel retail-exclusive sets of the Diamond Brilliance Serum and Eye Serum are available alongside travel-friendly formats of the Diamond Eye Crème and Diamond Face Crème. As shown in the film, Estée Lauder has also launched an exclusive Re-Nutriv Set that is only available at the cdf Haikou International Duty Free Shopping Complex.
Estée Lauder Senior Vice President/General Manager International Jean-Yves Minet said: “The goal of Estée Lauder has always been to create and deliver the most high-touch experiences to our customers. Our new duty free flagship store at the cdf Haikou International Duty Free Shopping Complex is the fullest expression of the brand’s luxury offerings.
“The interactive, highly personalised omnichannel experience represents the next frontier of retail innovation for Estée Lauder, immersing shoppers in a world of luxury while providing new ways for travellers to discover and experience the brand from offline to online.”
Re-Nutriv Diamond Brilliance Serum
The Re-Nutriv Diamond Brilliance Serum is powered by black diamond truffle extract and youth sustaining technology. The serum helps restore radiant and flawless skin with triple action, firming, restoring and brightening benefits. The serum has been equipped with SIRT technology that improves skin elasticity in layers. SIRT technology leverages over a decade of research into cellular longevity and improves the skin from the root by boosting skin collagen.
COMING SOON: NEW WONDERS OF THE TRAVEL RETAIL WORLD
The Moodie Davitt Report is delighted to announce ‘The New Wonders of the Travel Retail World’, a duo of landmark publications dedicated to extraordinary projects that have set new benchmarks in the travel retail world.
One is dedicated to the cdf Haikou International Duty Free Shopping Complex, which opened on 28 October in Hainan province, China.
The multi-media, bi-lingual publication is a pioneering joint venture between The Moodie Davitt Report and Hainan Hinews Media Co. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
The other is the Hamad International Airport Expansion in Doha, Qatar, inaugurated on 10 November.
This stunning development is anchored by The Orchard, a 10,000sq m indoor tropical garden with a 268-sqm water feature complemented by a luxury-led commercial offer boasting 65 stores and 35 food & beverage outlets.
