CHINA. Puig has partnered with China Duty Free Group (CDFG) to deliver an engaging omnichannel campaign for Christian Louboutin Beauty at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The activation centres on a ‘retailtainment’-focused high-profile promotion (HPP), with a comprehensive programme of digital support to drive awareness, footfall and engagement. This included the first shoppable livestream for Christian Louboutin Beauty, hosted by celebrity Wang Fei Fei and TheNik.
The two-hour session was broadcast across CDFG’s Sanya Weibo and WeChat platforms, reaching 11.2 million viewers.
Located in a pop-up space on the first floor of Block A, the HPP appears in signature Christian Louboutin red. The concept draws on the extravagance and exuberance of a funfair, spanning a number of engagement features:
- Numerous ‘share-worthy’ photo areas provide an opportunity for shoppers to post their experiences on social networks.
- Gamification elements spanning the physical and digital footprint, with a ‘Test Your Memory’ game, featuring Christian Louboutin makeup products allowing shoppers to compete for a range of samples.
- Product discovery zones – both hands-on and touch-free – for trialling new products. A 10-Minute Makeup service provides an opportunity to experience the full range of Christian Louboutin makeup, at the hands of professional stylists.
- Personalisation features allowing shoppers to customise a limited edition pouch-bag with the purchase of a lipstick.
To drive footfall to the HPP and extend engagement beyond the physical retail footprint, awareness is being raised across a range of digital platforms. Alongside the widely viewed livestream noted above, this includes close collaboration with the Alipay digital payment platform, investment in Online Travel Agencies (OTAs) and social networks as well as OOH display advertising.
Content has been promoted on CDFG’s own social media and digital platforms, including the retailer’s WeChat, Weibo, RED and TikTok accounts. Store visits from leading KOLs have also helped to “amplify buzz and awareness” among their audiences.
Puig Asia Pacific Vice President Adriana Viejo commented: “With Hainan cementing itself as one of the hottest locations in global travel retail, now is the perfect time to engage with shoppers on the island and bring to life the extravagant world of Christian Louboutin Beauty.
“The brand has gained significant momentum in the region since its launch over three years ago, and we are confident this activation will help to accelerate its growth and recruit new consumers. Through our partnership with CDFG, we have been able to combine engaging physical retail in a highly visible, premium location, with a wide-ranging digital campaign in what we believe is a truly winning formula.”
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