An astounding audience of 127 million people watched the grand opening of Lancôme Travel Retail’s revamped store in China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex at Haitang Bay last month via live streaming, WeChat and Weibo.

The store’s new 2020 retail concept was unveiled on 24 November at a ‘Declaring Happiness’ event. Bruneian actor, singer and model Wu Zun officiated the ribbon-cutting ceremony and was joined by 17 leading Chinese social media influencers.

(Left to right) Sanya International Duty Free Shopping Complex Deputy General Manager Cao Xiaodan; CDFG Director of Cosmetics & Confectionery Luke Chang; Sanya International Duty Free Shopping Complex General Manager Liu Jing; Celebrity and brand friend Wu Zun; Lancôme Travel Retail Asia Pacific General Manager Tao Zhang; Lancôme Travel Retail Asia Pacific Area Manager Don Huang; and Lancôme Travel Retail Asia Pacific Marketing Manager Anna-Maria Marini

Celebrity Wu Zun joined 17 other social media influencers in spreading the message of beauty and happiness to Lancôme’s consumers

Lancôme Travel Retail’s store at Haitang Bay is the brand’s number one POS worldwide and the second location to unveil the latest 2020 retail identity. The first location was with Lotte Duty Free in Seoul.

Lancôme Travel Retail Asia Pacific General Manager Tao Zhang said: “The introduction of the 2020 retail identity to our number one POS and largest store in Haitang Bay marks a key milestone in Lancôme Travel Retail Asia Pacific’s plans to transform and optimise our stores for the modern traveller.

“The design concept of the new 2020 store is set to provide an immersive brand environment for consumers to fully experience the world of Lancôme. At the same time the concept will offer time-pressed travellers a quality and smooth shopping experience through the store’s thoughtful layout and features.”

The revamped store is consistent with Lancôme’s global strategy to roll out a new ‘consumer-centric’ retail design language

The new store is inspired by a Parisian apartment with a view. The interior is warmly lit with tones of greys, white and warm wood. Virtual video walls, reminiscent of bay windows in a Parisian apartment, take customers through the four seasons.

Other elements include sharing tables for skincare and make-up and a Grab & Go counter, which offers the latest launches and travel exclusives. The sharing tables encourage customers to discover Lancôme’s world of beauty, from experimenting with different make-up textures and colours to customising their skincare routine through personal consultations with beauty experts.

“The design concept of the new 2020 store is set to provide an immersive brand environment for consumers to fully experience the world of Lancôme” – Tao Zhang

New retail identity: Touches of Parisian chic feature throughout the store

To celebrate the store reopening, Lancôme Travel Retail Asia Pacific introduced an interactive pop-up concept from 24 to 28 November. The pop-up blended retail with entertainment at four different online and offline touch points named after the brand’s key products: Génifique, Absolue, L’Absolu Rouge and Miracle Zones.

The pop-up featured four different online and offline touch points

The Virtual Mirror at the L’Absolu Rouge Zone is an augmented reality virtual makeover application that allows guests to experiment with different face and lip make-up looks. At the Génifique Zone, guests had the opportunity to win a sample of Advanced Génifique Sensitive through a touch-screen interactive game vending machine. Complimentary engraving services were available at the Absolue Zone, where guests could choose to personalise their own Lancôme mirrors.

Wu Zun and the other influencers used live-streaming to expand the skincare workshop’s reach beyond the physical audience

At the Miracle Zone, guests experienced the Miracle Blossom fragrance while playing with the swing photo booth to recreate Parisian moments against an Eiffel Tower backdrop.

In addition to the retailtainment zones, the 17 Chinese social media influencers participated in a Lancôme skincare and make-up workshop held within the store. The social influencers used live-streaming social sharing to invite their followers to join in the Lancôme brand universe through user-generated content.

In December, the Lancôme ‘Declaring Happiness’ campaign will make its final stop in Hong Kong.