|It is a gesture that emboldens the Trinity spirit and affirms the Christmas spirit. Truly, happiness declared. And happiness shared. Click here to read more.|
HONG KONG. Lancôme Travel Retail Asia has unveiled a final flourish to its ambitious pan-Asian ‘Declaring Happiness’ campaign with a Holiday Wonders pop-up store at Hong Kong International Airport (HKIA).
The French beauty brand has brought Parisian panache to the airport with a dazzling pink, 5-metre high Lancôme-branded Eiffel Tower and a pop-up inspired by the French capital.
The promotion runs in the departures central concourse from 12 December until 15 January, 2018. It features a ‘Journey of Holiday Wonder’ game, offering shoppers a digital boarding pass for an opportunity to experience Lancôme’s Miracle Secret fragrance at the feet of the (HKIA) Eiffel Tower.
As reported, the Declaring Happiness campaign has played out at Singapore Changi Airport, Lotte Duty Free and China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex at Haitang Bay.
The latest instalment celebrates the brand’s inaugural HKIA partnership with The Shilla Duty Free, which began its new concession this month.
The Lancôme Holiday Wonders pop-up store brings to life the brand’s manifesto by sharing moments of happiness with women through an array of immersive retail-tainment elements.
Opening in style
The Lancôme Eiffel Tower served as the backdrop for an opening flash mob dance performance during the launch ceremony on 14 December. The event was hosted by actress and beauty queen Sarah Song, and featured dancers dressed in pink outfits.
Guests were treated to a light showcase at the Lancôme Eiffel Tower following the ribbon cutting. The Lancôme variant of the Eiffel Tower will continue to sparkle for 30 seconds at 15-minute intervals daily, creating photo-worthy moments for travellers.
To create a social media buzz for the event, three beauty KOLs – Sharon Yung, Giann Chan and Alice Ha – were invited for a photo opportunity at the HKIA Eiffel Tower and to share their most memorable travel moments with the ‘#travelwithLancome’ hashtag.
“It has been extremely heart-warming to witness the success and the immense support that women from all over Asia have given our Declaring Happiness global campaign over the past three months,” said L’Oréal Travel Retail Asia Pacific Managing Director Emmanuel Goulin. “There is no better way to conclude this campaign than right here in Hong Kong, with this spectacular Eiffel Tower and Holiday Wonders pop-up installations.
“Much like how the Eiffel Tower is a Parisian icon, Lancôme is also a quintessential luxury French beauty leader that has been making women’s lives more beautiful over the past 80 years through our quality skincare, make-up and fragrances. In the years to come, it is our hope that Lancôme will continue to channel the spirit of the Eiffel Tower by offering the best in beauty to all women, and growing in strength to become the largest French beauty brand worldwide.”
Within the Eiffel Tower installation, a series of immersive retail-tainment experiences await travellers. The pop-up is designed as a Parisian home with classic Parisian windows and chimney. It is decorated in romantic pinks and whites, complete with a sparkly Christmas tree at the entrance, decked out with baubles, ribbons and gift boxes. Travellers who have participated in the ‘Journey of Holiday Wonder’ digital game at the Eiffel Tower are able to redeem their complimentary gift of a Miracle Secret sample.
A ‘Fly Me to Paris’ instant print photo booth allows passengers to capture their memories. An interactive digital game situated at the storefront offers the opportunity to win Lancôme L’Absolu Rouge lipstick samples.
The pop-up also features a wrapping station with complimentary gift wrapping and personalised greeting cards written by the in-store calligrapher.