CHINA (MACAU). Lancôme Travel Retail and DFS Group are celebrating the success of an ambitious partnership in October themed the ‘House of Absolue’s Journey of Eternal Golden Glow’.
The luxurious event, designed to epitomise the perfect blend of service and scientific expertise, revealed the premium franchise’s newest launch, Absolue The Serum.
From 19 to 31 October, Lancôme immersed an exclusive invite list of more than 400 DFS VIPs in a ‘captivating and sensorial journey’ at T Galleria by DFS, Shoppes at Four Seasons Prestige Lounge in Macau.
The Journey of Eternal Golden Glow transformed the DFS Prestige Lounge at the Macau Four Seasons into an elegant, hi-tech experience centred on service. Guests were guided by personal skincare experts through a series of immersive zones that unveiled the breakthrough discovery of longevity science.
Following ten years of scientific research, Lancôme labs have identified the longevity molecule, AMPK, known as the ‘the longevity switch’ that is directly responsible for keeping cells young.
Absolue the Serum is a new intensive concentrate, inspired by longevity science and powered by a ‘phenomenon of nature’, the Absolue Perpetual Rose. By using a hi-tech green extraction process, millions of regenerative rose molecular fractions are concentrated within every bottle, promoting infinite cell renewal and re-densifying skin with an ‘Eternal Golden Glow’.
“The T Galleria by DFS, Shoppes at Four Seasons Prestige Lounge was the perfect setting to unveil the new Absolue Serum,” said Lancôme Travel Retail Asia Pacific General Manager Stevie Wong.
“It was vital that we launched Lancôme’s new scientific breakthrough to the travel retail market with an impressive, digitally advanced experience that would elevate the brand and resonate with our most esteemed customers. We could not have achieved this incredible event without our strong partnership with DFS Group.
Highlights of the experience included two installations that seamlessly infused digital content with retailtainment and complemented the advanced science. A dazzling molecule room that extended infinitely in all directions paid homage to the Absolue longevity molecule and its influence on infinite cell renewal. Guests were encouraged to find their best angles within this photogenic setting.
A 360-degree immersive tunnel (pictured below) dedicated to the Absolue Perpetual Rose invited guests to discover more. Unlike other roses that bloom once or twice annually, the Perpetual Rose blooms with continued vitality throughout the year. Passing through the tunnel, guests experienced the journey of the rose: from its sustainable origins in the organic fields of Valensole, through the process of green extraction, to finally forming the new star serum.
After admiring the digital installations, guests were invited to indulge in a moment of sensoriality and test the range. Each VIP was treated to a signature Absolue hand massage, where they could appreciate the unique transformative texture that melts instantly into skin, with a lifting and firming effect.
The event also marked the travel retail Asia Pacific launch of Lancôme’s most advanced skin analysis machine, Skin Screen. The Skin Screen offers the brand’s most accurate, high-performance imaging system.
Utilising a breakthrough combination of tri-polar light technology and an advanced algorithm, it measures skin’s health based on eight key parameters. VIPs were treated to a 15-minute consultation, during which they received an in-depth analysis of their skin and recommendations for their own personalised skincare routine.
Guests were then treated to Absolue-inspired French hors d’oeuvres, before ending their golden journey with an exclusive door gift.
“It has been a pleasure to partner with Lancôme Travel Retail Asia Pacific in creating the ultimate experience for our VIP customers,” said DFS Group Senior Vice President Beauty Amael Blain. “We are delighted to see the House of Absolue embrace our guests in luxury while taking them through a truly exceptional and engaging journey in retailtainment.”
