CHINA. The Estée Lauder Companies-owned prestige skincare brand La Mer has partnered with China Duty Free Group (CDFG) to unveil its largest boutique in Hainan with a first-of-its-kind omnichannel experience at cdf Haikou International Duty Free Shopping Complex. The event also saw La Mer’s New Moisturizing Soft Cream introduced (see details below).
The official opening was marked by the exclusive guest appearance of Chinese actress Qin Lan, senior executives from La Mer and CDFG and other distinguished guests. La Mer Travel Retail APAC Vice President/General Manager Shuyin Kay welcomed the visitors to the store.
The Estée Lauder Companies Senior Vice President La Mer, Travel Retail Worldwide Patrick Bouchard said: “The story of La Mer is rooted in hope, healing and the power of the living sea.
“We are proud to bring that heritage to life in a whole new way with our newest global flagship in Hainan where consumers will be taken on a journey to the heart of luxury skincare.”
The 242sq m flagship boutique features high-fashion aesthetics, reflecting the brand’s luxurious heritage including marble pieces, Champagne gold elements, fluted panels and other statement pieces.
The brand’s product range was composed to provide customers with an immersive experience upon entry.
The store houses a private VIP lounge and consultation area for bespoke solutions and services.
To elevate the in-store experience, it also offers spa services to eligible customers at the Spa de La Mer facial cabine – its first in travel retail. Customers may reserve an appointment on the cdf member website to avail of these services.
Congratulating the team on the opening of La Mer’s new global flagship store, cdf Haikou International Duty Free Shopping Complex Deputy General Manager Maggie Wang said: “We are honoured that La Mer has partnered with us to bring such a groundbreaking luxury experience to our customers here in Haikou. With La Mer’s reputation for premium luxury product and high-touch services, we believe our continued partnership will surprise and delight travellers here in Hainan.”
To celebrate the opening, the brand organised a livestream event across five of CDFG Hainan’s social platforms. It included a special guest appearance by Qin Lan, which drew an astounding 39 million views across Weibo and WeChat, where she shared her love for the brand, her exclusive facial experience and her experience with the New Moisturizing Soft Cream.
The New Moisturizing Soft Cream, introduced at the launch, features what the brand describes as “a powerful new delivery system that helps build youthful softness into the skin and resist signs of ageing.”
Building on a 50-year journey of skincare science, La Mer has newly rediscovered its core ingredient, the Miracle Broth, which can help skin enrich lipids and brace against future signs of ageing. It also allows the skin to create a more irritation-resistant skin barrier and balanced appearance while boosting skin’s natural energy, igniting active repair for a rejuvenated appearance. ✈
