SOUTH KOREA. Lotte Duty Free hosted the popular Chanel Ink Library beauty concept pop-up at the retailer’s Myeong-dong store in Seoul last month to celebrate the launch of Chanel’s longwear ultra-matte liquid lipstick Rouge Allure Ink Fusion.
The activation, held on 14-15 December, was inspired by Gabrielle Chanel’s love for books. The pop-up allowed visitors to write their own stories with Rouge Allure Ink Fusion. The ‘Ink Library’, replete with large books on bookshelves, evoked three themes of the ‘Allure of Chanel’ – audacity, passion and freedom.
The Ink Libary comprised three spaces, where visitors could experience Chanel’s multi-faceted beauty offer.
- A space showcasing the inspiration behind the Chanel Makeup Creation Studio: Passing through huge books, visitors entered a space dedicated to exclusive makeup looks. Chanel Global Creative Makeup & Colour Designer Lucia Pica completed these looks in collaboration with Chanel Makeup Creation Studio. They manifest the ‘Allure of Chanel’ – audacity, passion and freedom.
- A Unique Experience presented by Chanel: Consumers could complete theirr own lip profile at The Ink Libary. There they could scan their lips and be recommended a Rouge Allure Ink Fusion colour that best suited the shape of their lips. Users could then complete their own story by choosing quotes regarding audacity, passion and freedom of the Allure of Chanel displayed on a giant digital screen.
- Ink Library Experience Space: The Ink Library was decorated with books featuring titles inspired by Rouge Allure Ink Fusion. Makeup tables were reminiscent of single study tables in a library. The tables showcased Chanel’s various makeup products as well as Gabrielle Chanel perfume. Special events included a live sketching portrait service using Rouge Allure Ink Fusion, available only at the pop-up.
Going strong on Globuy
Lotte Duty Free and Chanel’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 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. |
