CHINA. Parfums Christian Dior and China Duty Free Group (CDFG) have joined forces to unveil the exceptional ‘World of Pure Beauty’ pop-up at the Sanya International Duty Free Shopping Complex in Hainan Island.
The exclusive pop-up opened at the beginning of China’s Golden Week holidays (1–7 October) and will run until the end of the month. It was officially launched with a star-studded opening ceremony on 10 October, attended by Dior Capture Totale China Skincare Ambassador for China Jing Tian. She is most well-known for her roles in films The Warring States, The Great Wall and Kong: Skull Island.
The World of Pure Beauty pop-up invites shoppers at the CDF Mall to discover Dior’s beauty universe and explore its latest skincare, makeup and fragrance products. It highlights the newly-launched Dior Capture Totale Super Potent Serum, which leverages Dior’s ‘mother cell’ research and floral expertise, to deliver leading-edge anti-ageing benefits.
The Dior Capture Totale Super Potent Serum is Parfums Christian Dior’s biggest skincare launch for 2020. It is the hero product of the Capture Totale range. It is made with 91% natural-origin ingredients and is the highest-performing total age-defying serum, according to the brand.
The World of Pure Beauty experience offers a suite of engaging retailtainment elements. The journey begins with a personalised skin diagnosis and skin massage using Capture Totale products. It continues with a Dior Beauty Masterclass that gives visitors 1-to-1 skincare consultations, to help them improve their personal skincare routines. Visitors can also enjoy complimentary beauty tutorials utilising the Rouge Dior, Forever and the Miss Dior Rose N’Roses fragrance lines.
In addition, customers can also discover Parfums Christian Dior’s new Prestige Micro-Huile de Rose Advanced Serum, which was relaunched this month with an improved texture and skin-penetrating power. A CDF-excusive Prestige Micro-Huile Serum travel retail set is also available at the pop-up.
As a final flourish, customers can receive Dior luggage tags as an exclusive gift with purchase, which they can personalise their initials.
As reported, The Moodie Davitt Report recently published a Spotlight Series eZine, entitled ‘Dior’s declaration – to win the battle on skincare,’ dedicated to Dior’s latest skincare innovation. The special issue tells the story behind Capture Totale and how it is spearheading Dior’s drive to win the battle on skincare.
The Capture Totale collection leans on Dior Science’s 20 years of mother cell research. Mother cells represent 0.2% of human skill cells and are the source of skin vitality and health. Dior Science discovered that we lose 50% of our mother cells’ energy potential with age.
The Super Potent Serum was developed to combat the effect of ageing on mother cells by boosting cellular energy from the first use, making skin look younger, stronger and healthier in just one week.
Parfums Christian Dior launched a revamped media campaign for the Dior Capture Totale Super Potent Serum in September. It features a striking array of bold fuchsia tones, which are reflected in the design of the Hainan pop-up.
According to the partners, the exclusive World of Pure Beauty pop-up deepens Parfums Christian Dior and CDFG’s ongoing partnership. It also reinforces their shared commitment to offer customers an exceptional beauty shopping experience at the CDF Mall.
“Holding a pop-up store in Haitang Bay during Golden Week has become an anniversary celebration since Dior initiated the grand event,” said Parfums Christian Dior Travel Retail China and Japan Vice President Olivier Salmon. “Once again, we are very proud to bring to you this year’s pop-up highlighting our latest Skincare launch Capture Totale Super Potent serum.”
Salmon added, “Dior is always committed to bringing the most desirable brand experience, excitement and exclusive shopping experiences to our customers in Haitang Bay, and this would not have been possible without the support of our faithful business partner China Duty Free Group.”
China Duty Free Group Vice President of Central Merchandising Division Terry Chua added, “The partnership with Dior and China Duty Free Group gives us yet another wonderful opportunity this year to bring unique products, services and customers experience at Haitang Bay CDF Mall. This pop-up is another example of how Dior elevates and bring a memorable and unique luxury experience to our clients, we look forward to our next Dior event together.”
*CDFG is a Diamond Partner and Dior a Platinum Partner of the Moodie Davitt Virtual Travel Retail Expo this week. Click here for our live coverage of this pioneering event.
