How do you breathe without the sea? Biotherm issues a call-to-action at its newest eco-friendly pop-up in Hainan

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CHINA. L’Oréal-owned skincare brand Biotherm has partnered with acclaimed multi-media artist Coco Capitán to host a sustainable pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay.

The pop-up — launched in collaboration with China Duty Free Group — officially opened on 1 June and will run until the end of the month.

The ecologically-designed activation aims to raise awareness of the devastating effects of climate change and pollution to phytoplankton species in the ocean.

It shines the light on Biotherm’s sustainable commitments and features several interactive retailtainment elements to educate and inform visitors about ocean protection.

It also highlights Biotherm’s partnership with OnePlanet Foundation. From 1 to 30 June, customers are able to purchase limited-edition travel retail exclusive sets from Biotherm, featuring designs from Coco Capitán with a call-to-action to protect oceans.

“We have a responsibility to touch as many people as possible on ocean conservation, and we believe that art has the power to make people act” — Biotherm Travel Retail Asia Pacific General Manager Petrina Kho

The eco-friendly pop-up, made with 87% recycled or renewable materials, is attracting plenty of visitors at  CDF Mall

These include the Life Plankton Elixir Duo Set, Force Supreme Youth Architect Duo Set and Aquapower Moisturiser Duo Set. The sets are packaged in 100% recyclable sleeve packaging, which features Coco Capitán’s distinctive hand-writing with the words “How do you breathe without the sea?”

“At Biotherm Travel Retail Asia Pacific, we have a responsibility to touch as many people as possible on ocean conservation, and we believe that art has the power to make people act,” said Biotherm Travel Retail Asia Pacific General Manager Petrina Kho.

“With the launch of the Biotherm X Coco Capitán ecologically designed pop-up in Hainan, we are very proud to immerse and educate travellers with the message of the risks facing our earth’s ‘blue lung’ – the source of more than half of the oxygen produced on earth.”

The striking pop-up highlights the brand’s collaboration with artist Coco Capitán, whose artwork features on three limited-edition travel retail exclusive sets form Biotherm

Purpose meets retailtainment: The pop-up leverages interactive virtual reality technologies to educate visitors about Biotherm’s ocean protection initiatives

The purpose-driven pop-up is constructed with 87% recycled and renewable eco-materials. Biotherm’ Water Lovers sustainability commitments are presented on either side of the activation and presented in a holistic way at every point of the product life cycle. This includes production and packaging and limiting their impact on the ocean.

As reported, Biotherm has pledged to donate RMB100,000 (US$15,600) to the One Planet Foundation to combat plastic pollution in Hainan.

Save our seas: The pop-up takes visitors on an ocean protection journey which begins with the scan of a QR Code and concludes with sending virtual messages to the sea

The pop-up also boasts a suite of virtual reality technologies. The journey begins with the scan of a QR Code. Afterwards, visitors are invited to play the ‘Ocean Protection AR Game’ on their mobile phones, which encourages them to clean up the virtual seas.

They are then invited to sign a giant interactive wall and pledge to protect a better future for the oceans. The signatures virtually float to the sea, representing a drive for various actions to preserve the planet’s ‘blue lung’.

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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