CHINA. Biotherm Travel Retail has partnered with China Duty Free Group (CDFG) to launch its ‘Sense of Travel’ pop-up at the Sanya International Duty Free Complex in Haitang Bay.
The pop-up was playfully nicknamed ‘Biotherm Airlines’ as it simulated a first-class airplane cabin. It offered plenty of pampering experiences and invited customers to transform “flight time” into “me time”. Biotherm Travel Retail Asia Pacific was the first to launch the activation, which will run until 29 September.
The ‘Sense of Travel’ pop-up invited visitors to “check-in to skin transformation” by taking them on an immersive skin healing experience. The experience began with a skin diagnosis using Biotherm’s Miracle Key technology, followed by personalised skincare recommendations.
Guests also got the chance to discover the latest collections and exclusive sets from Biotherm, including its star product – the Aquapower Dynamic Hydration Moisturiser and Life Plankton Essence. The official launch event took place on 12 September and was attended by several Chinese KOLs.
The pop-up also featured some compelling digital engagement zones. The first was a multi-sensorial virtual paper plane game, where visitors had to virtually steer a paper plane towards its destination in Haitang Bay. The second was a personalisation zone, where guests used phygital stamps to create customised postcards to take home or share on social media.
According to Biotherm Travel Retail Asia Pacific General Manager Emily Coleman, the pop-up was a great example of first-class retailtainment. She said: “Our first-ever ‘Sense of Travel’ pop-up perfectly blends travel and retail in a revolutionary and engaging way. It’s retailtainment at its absolute best! The whole in-flight experience feels like flying your skin first class, treating your face to a relaxing trip within a trip.”
China Duty Free Group Director of Perfume and Cosmetics Terry Chua commented: “At CDFG, we are passionate about offering our customers an exceptional travel retail environment, especially at the equally spectacular Sanya International Duty Free Shopping Complex.”
He added, “We are very excited about partnering with Biotherm to debut the ‘Sense of Travel’ pop-up, and look forward to taking retailtainment to the next level.”
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