CHINA. Puig has partnered with China Duty Free Group (CDFG) to open four boutiques in the Global Beauty Plaza (Block C) expansion of the cdf Sanya International Duty Free Shopping Complex (cdf Mall).
Penhaligon’s, L’Artisan Parfumeur, Christian Louboutin and Byredo have launched standalone boutiques in Block C. To celebrate the openings, Puig is offering exclusive collections and immersive in-store promotions across the four brands.
As reported, Block C was inaugurated on 28 December. As parent company China Tourism Group Duty Free (China Tourism Group) begins its second 100-year journey, CDFG said the opening signals its strong and unwavering commitment to cultivating the Hainan market.
Penhaligon’s
Penhaligon’s opened a 104sq m store, its largest in Asia Pacific, in Block C.
A scenting machine sprays Luna, the brand’s most popular scent, as shoppers arrive. The store features a Hainan-exclusive nautical design concept which pays tribute to the region’s maritime heritage.
Hainan-exclusive collections and gifting items, which include special tote bags, gift boxes, gift tags, scarves and mini sleeves, are available in-store.
To celebrate the opening, Penhaligon’s is hosting a pop-up in the main entrance of Block C. The exclusive month-long animation highlights the Potions & Remedies collection.
The pop-up tells the tale of master apothecarist William Penhaligon working in his workshop to create the perfect line-up of remedies and concoctions which channel feelings of serenity, love, vigour, courage and desire.
These feelings inspired the range’s five scents, which are distilled with potent ingredients to excite, cheer, calm or seduce. These are Vra Vra Vroom, Eau the Audacity, Liquid Love, A Balm of Calm and A Kiss of Bliss.
Vra Vra Vroom channels the enthusiasm and energy of a blooming spring, while Eau the Audacity is a seductive and strong scent. Liquid Love invokes desire with a fresh and spicy base note, and A Balm of Calm offers a tranquil blend featuring lavender. A Kiss of Bliss is a joyful floral scent.
At the pop-up, travellers can embark on a multi-sensorial immersive experience that focuses on sight, sound, smell and taste. The animation’s design takes inspiration from a laboratory and brings William Penhaligon’s forgotten formulas to life.
An interactive display matches different soundscapes with each fragrance, while key ingredient information can be discovered through touch. Bespoke cocktails, inspired by each fragrance and served in sustainable bottles, enable shoppers to taste the collection in a new way.
L’Artisan Parfumeur
Niche fragrance brand L’Artisan Parfumeur has opened its largest boutique in Asia Pacific travel retail in Block C. The brand has exclusively launched the Les Merveilles collection, a collection inspired by Founder Jean Laporte’s love for fragrance and travel.
An olfactive exploration bar introduces different L’Artisan Parfumeur scents and immerses customers into the world of the brand. Exclusive gifting options such as luxury wrapping paper elevate the shopper experience.
Christian Louboutin
Christian Louboutin opened its largest travel retail store in Block C. Dressed in Louboutin red, the 70sq m store features a glamorous retail concept inspired by a cosy Parisian boutique.
There are several noteworthy touchpoints throughout the store including a central blue counter and a dedicated fragrance consultation area, designed exclusively for Block C.
Additionally, an immersive viewing area, also exclusive to Block C, allows VIPs to learn more about the brand’s collection, campaigns and heritage. Travellers can also receive an exclusive Christian Louboutin-branded paper fan when they visit the store.
Byredo
Designed in line with the brand’s sophisticated minimalist aesthetic, the Byredo store’s few but visually striking furnishings create a dramatic visual effect. Shoppers can explore a curated selection of perfume, bodycare, handcare and home fragrance products, presented in statement aluminium cabinets.
To enhance the customer journey, shoppers can sample products at a striking raw stone sink, a key focal point of the store.
China Duty Free Group Deputy General Manager, Perfume & Cosmetics Central Merchandising Division Dorothy Liu commented: “The much anticipated grand opening of Block C at Sanya International Duty Free Complex underlines our commitment to advancing the retail experience on Hainan Island.
“Together with Puig, we are delighted to bring a host of innovative concepts to shoppers as we continue our mission of promoting Hainan Island as a world-class tourism and shopping destination. Through exclusivity, creative ideas and high-quality services, we aim to deliver a more interesting and dynamic shopping experience.”
Puig Executive Vice President Global Travel Retail Kaatje Noens added: “In collaboration with our partners at China Duty Free Group, Puig is taking shopper engagement in Hainan to the next level.
“Our newest openings in Block C account for some of our biggest standalone touchpoints in travel retail worldwide and display some of our most creative store concepts. The striking and engaging retail concepts along with exclusive products are testament to the opportunity we see in Hainan to engage and recruit shoppers into our brand universe.” ✈
