CHINA. YSL Beauté Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to host a dazzling Lunar New Year pop-up at the Haikou Mova Mall.
The pop-up was celebrated with an opening ceremony on 6 January which featured a live concert, makeup shows and KOL-led livestreams.
The pop-up showcases YSL Beauté’s hero products from its makeup, skincare and fragrance lines.
It was launched on 3 January and will run until 28 January.
“We’re pleased to collaborate with China Duty Free Group to celebrate the Lunar New Year with this immersive and futuristic YSL Beauté pop-up that embodies the colour and characters of the Year of the Tiger,” commented L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Youssef Benkirane.
He added, “Our mission remains to bring the best retail expression and retailtainment to our consumers by offering a unique and memorable brand experience in Hainan.”
The striking outdoor pop-up is dressed in festive red velvet, offering a showcase for L’Oréal Travel Retail’s latest beauty tech and retailtainment innovations. An immersive 3D room covered in animated Lunar New Year greetings is a standout feature.
This is followed by a digital tiger, which takes over the room and guides shoppers on a virtual tour of an urban jungle.
The journey continues with a digitalised fortune drawing game which encourages visitors to draw their desired Lunar New Year blessings to receive a special gift.
In line with YSL Beauté’s sustainability commitments, the eco-designed pop-up was constructed with FSC and eco-certified recyclable and renewable materials.
During the star-studded opening ceremony, Chinese singer AnQi, from female pop group NII, treated shoppers at the Haikou Mova Mall to a live concert, drawing large crowds.
The vibrant launch event was livestreamed on CDFG’s Weibo channel and generated a whopping 12.2 million views.
In addition, YSL Beauté has partnered with top beauty KOLs for a high-profile social media collaboration throughout January.
The collaboration sees the KOLs and makeup professionals engage in various social media activities which highlight the Red Velvet Edition of the YSL Beauté Rouge Pur Couture and the Slim Velvet Radical lipstick lines. The activities include virtual makeup shows, product demonstrations and livestream tours of the pop-up.
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