HAINAN, CHINA. The Estée Lauder Companies (ELC) is marking its sixth consecutive appearance at this week’s China International Consumer Products Expo (Hainan Expo, 13-18 April) with an upgraded, experience-led pavilion (click here for our rolling coverage).
With the theme ‘Redefining Beauty, Unveiling a Journey to Beauty’, the US beauty products powerhouse’s presence combines immersive retail design, advanced technology and a diverse beauty showcase across 13 skincare, makeup, haircare and fragrance brands.
Senior government and industry representatives attended the pavilion opening, including officials from the Hainan Provincial Party Committee, China Duty Free Group and the Hainan International Economic Development Bureau (IEDB).
They were joined by The Estée Lauder Companies executives including: President of Travel Retail Asia Pacific and Travel Retail Worldwide Matthew Growdon; Senior Vice President/General Manager, Travel Retail Asia Pacific Lina Ly and Travel Retail China Vice President & General Manager Maggie Wu.
Growdon, attending the Hainan Expo for the first time, highlighted the Group’s longstanding ties to the region: “In 2009, the Group opened its first duty-free store in Sanya, and since then has taken root and flourished in this vibrant region,” he said.
“Thanks to the strong support of the Hainan Provincial Government and our retail partners, the Group has been able to continuously expand its retail footprint in Hainan, with performance showing steady growth.
“As one of China’s most popular tourist destinations, Hainan has always been a key showcase for us, particularly against the backdrop of the official launch of the island-wide Hainan Free Trade Port system. We look forward to the future of the duty-free market with great anticipation.”
The pavilion features a wave-inspired design with a semi-transparent façade which evokes Hainan’s coastal landscape. Inside, a dedicated brand history wall charts the company’s evolution across themed chapters, spanning scientific innovation, international expansion and social impact.
The pavilion features 13 brands including Estée Lauder, Clinique, MAC Cosmetics, La Mer, Bobbi Brown, Aveda, Jo Malone London, Tom Ford, Le Labo, Editions de Parfums Frédéric Malle, Lab Series, Origins and Kilian Paris.
A central Research & Development zone highlights the Group’s investment in science-driven beauty through interactive installations. These include a Scent Decoding Pod, which visualises the link between fragrance and emotion; an AI-powered Skin Renewal Station offering personalised diagnostics and an Age-Defying Beauty experience built on 17 years of skin longevity research.
ELC is investing in enhancing infrastructure and operational efficiencies in Hainan as part of its Beauty Reimagined revival programme. In 2023, the established its China travel retail headquarters in Haikou. Additionally, a new logistics centre is scheduled to begin operations in the second quarter of 2026.
The Group is also expanding its retail footprint through retailer partnership and blockbuster animations across the island.
ELC said its participation at the expo reflects its confidence in the market’s long-term potential as the Hainan Free Trade Port advances. It also reflects the beauty company’s commitment to reimagining beauty retail through innovation, localisation and experiential excellence. 🏝️
