L’Oréal Travel Retail has celebrated the launch of Urban Decay’s Naked Cherry collection into Asia Pacific travel retail with a spectacular event at the Shanghai Sky Banquet.
Over 400 celebrities, KOLs, members of the media and L’Oréal business partners were invited to attend the party. It was a much-anticipated launch in the beauty world, said L’Oréal Travel Retail, adding that the achieved media value was over US$1.5 million.
“The Naked Cherry collection launch event deployed a number of exciting and unique tools to better showcase its new products to its guest list of over 400 make-up enthusiasts, bloggers, and celebrities,” said the company.
These included instant temporary tattoos to gain entry; QR codes that led to a “cherry hunt” game; augmented reality selfie machines; and dressing room-style mirrors that featured the collection tagline, ‘Sultry and ripe for the picking’.
The venue featured various light installations with a cherry theme, offering numerous photo opportunities. Guests of note included Chinese celebrities, actress Tan Zhuo and singer-songwriter Tia Yuan Yawei. The latter treated attendees to a live performance.
Naked Cherry
The Naked Cherry collection, said L’Oréal Travel Retail, reflects Urban Decay’s “edge vibe”.
It features the Naked Cherry Eyeshadow Palette; two limited-edition eye pencils; three limited-edition Vice lipsticks; and the All-Nighter Setting Spray.
“This one-stop collection offers a complete look that is set to become every bit as iconic as its predecessors,” said the company.
Targeting China through travel retail
The launch at the Shanghai Sky Banquet was Urban Decay’s third such event in China. The brand, explained L’Oréal Travel Retail, is specifically targeting a Chinese audience “through a unique business strategy that focuses on engaging Chinese customers from outside of the country.”
The company added that the Naked Cherry campaign is an important showcase for this business model. The brand does not have points of sale on the Mainland, instead targeting Chinese consumers elsewhere.
Travel retail is a “vital” element of this brand-building strategy. Urban Decay launched in Asia Pacific travel retail in 2015 and today has a strong presence in six key markets: South Korea, Hong Kong, Singapore, Thailand, Australia, and New Zealand.
Urban Decay Travel Retail Asia Pacific Marketing Manager Marlena Wang said that the brand’s “unprecedented success with Chinese consumers” is down to loyal and enthusiastic customer support.
She added that a “significant social buzz” around the brand has achieved substantial reach among “affluent, experience-hungry Chinese Millennials”.
L’Oréal Travel Retail credited the brand’s success among Chinese consumers to the use of “customised social campaigns”, “successful long-term KOL partnerships”, and “collaboration with experience-driven digital partners”.
It added: “Urban Decay’s significant penetration into this key consumer market looks set to continue unabated.”
