CHINA. Shiseido Travel Retail has launched the NARS ‘Light the Way’ omnichannel campaign in Hainan in partnership with China Duty Free Group (CDFG).
Building on the success of NARS’ debut NONSTOP NARS virtual animation in 2022, the dynamic 360-degree O2O campaign features a connected shopping experience for travellers across virtual and in-store touchpoints.
The immersive campaign represents what the prestige brand dubs ‘a digital-first mindset’ in engaging Chinese travellers.
It is designed to showcase the brand’s reputation as a pioneer in beauty innovation within travel retail and underline its commitment to creating value for all travellers, the company said.
It is hosted in a dedicated WeChat Mini Program elevated with Web3 elements. The virtual experience is connected to a high-impact physical pop-up campaign running across various locations in Hainan throughout August. It is also being amplified across CDFG’s social channels.
The O2O campaign highlights the brand’s best-sellers and travel-retail exclusives through engaging retailtainment experiences.
In a first for NARS Travel Retail, the immersive animation invites travellers to step into the digital world led by two Metahumans, AjA and MonoC.
AjA is described as a sports enthusiast with a strong passion for fashion and beauty. She guides users through immersive Augmented Reality (AR) experiences in the virtual world.
MonoC, a leading ‘Metahuman Artist,’ is said to have inspired the world’s AR filters and digital collectibles through her style.
At the cdf Sanya International Duty Free Shopping Complex, the NARS pop-up features a design that integrates familiar elements of the brand, including its signature colours, red and black.
The pop-up offers immersive brand experiences which include an ‘Aura Detector’, led by Metahuman AjA. It empowers guests to find out their personal aura and explore recommended products by drawing a circle on the interactive screen. The aura reading also transforms the colour of the environment of the pop-up, inviting travellers to take a picture with their own auras.
The animation spotlights NARS’ travel exclusive collection and best-sellers through a Discovery Bar and a display of its travel retail-exclusives. It also offers live makeup demos at the NARS counter on L2.
The NARS Light the Way collection comprises bestsellers, novelties and channel-exclusives such as Jumbo Light Reflecting Setting Powder, a cdf-exclusive set and the Light Reflecting Ultimate Face Palette, which incorporates the Light Reflecting Setting Powder in a palette for the first time.
The company is also hosting various activities across Chinese digital channels. One of the highlights include a visit to the pop-up by NARS Brand Ambassador, singer/actor Guo Jun Chen, as well as KOL and livestream activities.
China Duty Free Group Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division Dorothy Liu commented: “It is a pleasure to partner with Shiseido Travel Retail to bring another ground-breaking digital innovation from NARS to life.
“Standing at the crossroads of personal expression and brand immersion, I am confident that NARS Light the Way will inspire a new generation of beauty shoppers in Hainan. We thank the team at Shiseido Travel Retail for their partnership in helping us to push the boundaries for traveller experiences across the virtual and physical worlds in travel retail.”
Shiseido Travel Retail Chief Commercial Officer Asia Pacific Evelyne Ly-Wainer said: “I am thrilled to unveil the next chapter in NARS’ exciting digital journey. Connecting directly with travellers to strengthen brand equity is at the heart of Shiseido Travel Retail’s strategy to drive sustainable growth, and NARS Light the Way supports this by elevating our online and offline brand storytelling to new heights.
“I thank our longstanding partner, China Duty Free Group, for its ongoing support for NARS as we explore how the NARS Light the Way universe can create a truly unforgettable travel journey to Hainan.”
- NARS 闪现星云 – Mini Program registration: Create a NARS Passport to join the Light the Way community and fully experience the interactive elements of the Mini Program
- NARS 我耀闪现 – Light The Way Campaign Video: Watch the Light the Way video and learn how to navigate around the Mini Program
- NARS AR元宇宙 – AR Interaction: Pan the phone to enter and explore the virtual universe with AjA; and interact with the larger-than-life NARS products in the virtual world
- NARS 虚拟典藏 – Digital collectibles: Complete tasks within the Mini Program to earn and accumulate points to redeem limited-edition digital collectibles inspired by MonoC, including try-on AR Filters curated using the Metahuman’s makeup artistry and signature floral motifs
- NARS 闪现店铺 – Purchase NARS Products: Browse through the assortment of new products and bestsellers and purchase through the CDFG e-commerce platform. ✈
