CHINA. L’Oréal Travel Retail and China Duty Free Group (CDFG) teamed up through March for an exclusive Kérastase campaign highlighting the haircare brand’s Gloss Absolu line through an immersive activation at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province.
The multi-sensory pop-up featured interactive zones for hair transformation and education, with a focus on the new gloss-enhancing innovation.
Evoking a Parisian rose garden in full bloom, the space reimagined Sanya as a luminous sanctuary, highlighting Gloss Absolu’s ability to add gloss and bounce to frizz-prone hair.
The journey began with a commemorative Kérastase rose gold coin, offering access to the Gloss Wishing Fountain, where guests made a wish to unlock an exclusive olfactory experience of the Gloss Absolu, evoking a Parisian rose garden.
The experience continued with an in-depth hair and scalp diagnosis using Kérastase KSCAN 2.0 device, designed to better assess hair concerns and reveal their hair’s full potential.
Beauty advisors guided guests with personalised routine recommendations for specific hair and scalp concerns.
Also on site were professional hair stylists, who demonstrated the French Gloss finish and styled guests’ hair in a French rose garden-inspired aesthetic.
Guests could capture moments at the Gloss Fish Eye Photo Zone, featuring a fisheye effect, with printed photos presented in a photo charm keepsake.
With every purchase, guests received exclusive gifts, including a limited-edition Kérastase Gloss Absolu hobo bag, which could be customised with exclusive event bag charms.
Marking International Women’s Day on 7 March, Kérastase invited Global Ambassador Yang Mi to the Gloss Absolu French Rose Garden in Sanya for her first brand appearance.
Yang Mi connected with guests to discuss her experience with Gloss Absolu, highlighting Glaze Drops as her preferred travel essential.
She further emphasised scalp care with Kérastase, stating that healthy hair starts with a healthy scalp.
Yang Mi also visited the Gloss Absolu French Rose Garden pop-up and the world’s largest Kérastase flagship boutique.
L’Oréal Travel Retail Asia Pacific Managing Director Jesus Abia said, “The Gloss Absolu French Rose Garden represents a pivotal moment in how we connect our professional heritage with a new generation of consumers.
“By creating a space where high-performance science meets unique haircare experiences, we are not just showcasing a product; we are inviting our guests into the heart of the Kérastase world.
“This pop-up is a testament to our commitment to delivering unparalleled experiences that resonate on an emotional level, further establishing Kérastase as the ultimate authority in luxury haircare.”
L’Oreal Travel Retail Asia Pacific General Manager, LDB/PPD Division Loic Hemard added, “The Kérastase Gloss Absolu French Rose Garden transports our travellers instantly to Paris, the world of premium haircare.
“It serves as a place for brand engagement and hair experiences which they will not be able to find anywhere else in Sanya. We are also thrilled to have our Global Brand Ambassador, Yang Mi, to join us in Sanya to unveil this enchanting space.” 🏝️
