CHINA. L’Oréal Travel Retail Asia Pacific has teamed up with Hainan Tourism Duty Free Co. (HTDF) and Lagardère Travel Retail to launch the Shu Uemura Makeup Box on-the-go pop-up at the Hainan Tourism Duty Free Shopping Complex.
The animation was unveiled on 1 March and will run until 28 June, bringing a Tokyo-inspired experience to shoppers in Hainan.
The striking red and black pop-up was inspired by brand Founder Shu Uemura’s signature makeup box. Travel-themed embellishments and a bright red ‘Torii’ [Torii are traditional Japanese entranceways often found in temples] entranceway bring the brand’s Japanese heritage to life, while a vibrant 3D animation on the complex’s multi-storey LED screen draws attention to the pop-up.
The animation offers several interactive touchpoints that highlight Shu Uemura’s makeup artistry and beauty collections.
At the entrance, shoppers are greeted by Shu Kokeshi, a new mascot that personifies the creativity and artistry of the brand. Shu Kokeshi is dressed in a gold Japanese kimono, decorated with a traditional calligraphy stroke design. Shu Kokeshi’s makeup look was designed by Shu Uemura International Artistic Director Kikuyasu Uchiide. The life-sized Shu Kokeshi at the entrance also serves as a perfect photo opportunity for travellers.
Inside, a QR code unlocks a dedicated landing page which opens three major brand zones. These are the Shu:Looks Arcade, Unlimited Light Festival and Shu:Onsen.
The Shu:Looks Arcade brings Japanese beauty and fashion trends to Hainan by showcasing eight distinctive makeup looks inspired by the streets of Tokyo.
These are Omotesando, Ebisu, Shinjuku, Shibuya, Ginza, Harajuku, Roppongi and Daikanyama.
Here, travellers can enjoy a makeup transformation with one of the Tokyo-inspired looks. They play a Gashapon game to determine which distinctive Japanese street will inspire their makeup transformation and receive a complimentary cleansing oil sachet and gift card as special prizes.
Meanwhile, a feature wall tells the history behind each Tokyo street that inspired the looks and highlights the specific Shu Uemura makeup products used in each one.
The Unlimited Light Festival zone features kinetic lanterns that were inspired by the brand’s unlimited foundation bottle. This zone is fitted with the Shu:Finder tool which recommends specific foundation shades using AI-driven technology that measures user’s facial features.
Travellers simply need to scan a QR code to activate the Shu:Finder tool and receive their product recommendations in real time.
At the Shu:Onsen, travellers can enjoy a multi-sensorial cleansing ritual experience inspired by a Japanese Onsen [traditional bath house]. The experience is centred around Toshima Island, which is where the key ingredient for Shu Uemura’s best-selling cleansing oil comes from.
A beauty advisor is on-hand to perform relaxing shiatsu hand massages over a stone sink, which highlight the efficacy and sensoriality of the cleansing oil.
As a final flourish, travellers receive a customisable Shu Kokeshi doll phone ring as a reward for completing all the touchpoints.✈
