CHINA. Armani Beauty, owned by L’Oréal Groupe, has partnered with China Duty Free Group (CDFG) to welcome the Year of the Rabbit with a dazzling, crimson pop-up at Haikou Mova Mall.
An illuminated, ever-evolving Gingko Garden is the central focus of the Lunar New Year pop-up, which is inspired by traditional Chinese paintings and calligraphy.
Vibrant ooh media and digital banner displays drive traffic to the pop-up and highlight the Lunar New Year expressions on offer from Armani Beauty.
The pop-up was launched on 1 January and will run to 15 February, while the Gingko Garden was unveiled on 6 January.
On 11 January, Armani Beauty hosted a glamorous opening ceremony attended by Armani Beauty China Brand Ambassador Tong Yao (童瑶). Yao is a Chinese actress best-known for her roles in films ‘A Big Deal’, ‘Snowfall in Taipei’ and ‘To Love Somebody’.
During the event, holographic rabbits came to life at the Armani Beauty Gingko Garden to welcome the Year of the Rabbit in spectacular style.
The pop-up showcases Armani Beauty’s fragrance, makeup and skincare lines with a special focus on its best-sellers and Lunar New Year expressions. These include the new haute couture fragrance Armani/Privé Thé Yulong, the Power Fabric Foundation, Lip Maestro Lipstick, My Armani To Go Cushion Foundation and ultra-premium Crema Nera Reviving Cream collection.
Thé Yulong is centred around an Oolong Tea fragrance note taking users on a sensory journey to the Yulong Mountains in China’s Yunnan region. At the pop-up, the My Armani To Go Cushion Foundation is available in a limited-edition gold Gingko collectible case.
At the pop-up, shoppers can choose a from a variety of personalised limited-edition cases, designed in the traditional paint brush strokes of Chinese paintings, accented with golden Gingko leaves.
In line with L’Oréal Groupe’s Future sustainability roadmap, the pop-up was eco-designed and constructed with 85% recycled materials and 20% reusable fixtures.
The hollow structures offer a -17% reduction in weight, which means that it has lower carbon emissions. In addition, all materials can be disassembled for end-of-life recycle.✈
