A three-day event to launch the limited-edition Karl Lagerfeld x L’Oréal Paris make-up collection, hosted by Lotte Duty Free in its flagship Seoul store this month, generated over 220 million online views.
L’Oréal Paris Travel Retail Asia Pacific staged the event at Lotte Duty Free’s Myeong-dong store between 6-8 December, themed around a ‘We all have a touch of Karl’ campaign. It opened with a glamorous launch party in the Star Lounge attended by 26 local and international key opinion leaders.
A main feature on day one saw celebrity make-up artist Andy Koh showcase ten looks created with products from the Karl Lagerfeld x L’Oréal Paris collection. These were sported by models in a make-up show which was accompanied by a live electric violin performance. This replicated the soundtrack of the main ‘We all have a touch of Karl’ campaign video, which features the designer’s most famous quotes.
The second day saw Lotte Duty Free’s ambassador, Pony, host a private make-up show exclusively for 50 Lotte Duty Free VVIP guests. This featured two ‘Karlism’ looks that she created, which were then posted on Pony’s YouTube channel to her five million-plus followers.
The ‘We all have a touch of Karl’ event was open to customers and fans across 7 and 8 December, attracting hundreds of travellers. They were able to pick their favourite Karl-themed make-up look and receive a flash make-up service, applied by experts.
Also at the event, L’Oréal Paris x Lotte Duty Free jointly launched the Modiface app, an AR (augmented reality) technology that enables consumers to experience this make-up collection via a virtual application.
L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler said: “We are proud to launch this exclusive collection in collaboration with our strategic partner Lotte Duty Free. The beauty collection truly reflects the style and work of the legendary fashion icon Karl Lagerfeld, and celebrates everything L’Oréal Paris stands for – beauty, fashion and women empowerment.”
The products in the limited-edition Karl Lagerfeld x L’Oréal Paris range are a 16-shade Eyeshadow Palette, Color Riche Lipstick in a choice of five shades and Kushion N1, a pro-cover cushion foundation. They have RRPs of US$24, US$13 and US$33 respectively.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Karl Lagerfeld and L’Oréal Paris’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
