CHINA. Shu Uemura Travel Retail APAC has collaborated with China Duty Free Group (CDFG) in a month-long activation at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province.
The pop-up, which opened on 1 August, showcased the L’Oréal brand’s best-selling Unlimited collection.
Targeting millennial consumers, the pop-up featured black and neon green elements to offer a futuristic feel.
Consumers were invited on an exploratory journey to discover Shu Uemura’s high performing products. Professional tips to achieving long-lasting makeup looks were offered through three key touch points.
An eye-catching podium kickstarted the pop-up journey, featuring Shu Uemura’s three best-sellers: Unlimited Breathable Lasting Liquid Foundation, Unlimited Mopo Loose powder and Unlimited Makeup Fix Mist.
According to Shu Uemura, the three products combine to offer a “subtle matte finish while keeping skin moisturised”. Colours last for 24-hours and require no touch-ups.
The brand also debuted its Rouge Unlimited Kinu Matte lipstick which is said to last 12 hours. The ‘star’ Tasogare Haze shade, which naturally brightens the skin’s complexion, is tailor-made to suit Asian skin tones.
Professional beauty advisers were on-hand to guide consumers by providing shade-matching and application tips to achieve summer-ready make-up looks.
The pop-up also offered an Unlimited e-bike challenge where consumers could test the products’ efficacy while learning more about the Unlimited collection.
After experiencing all the touch points, travellers could also claim a cleansing oil sample at the Shu Uemura vending machine.
