CHINA (HAINAN/MACAU). DFS Group and L’Oréal Travel Retail have announced ambitious plans to accelerate the growth of their beauty business in Hainan and Macau SAR.
In Hainan, L’Oréal Travel Retail will debut later this year at the Times DF x DFS Haikou Mission Hills Duty Free Complex, with leading brands such as Lancôme, Kiehl’s, YSL, Shu Uemura, Biotherm and L’Oréal Paris. In January, Shenzhen Duty Free Group, in partnership with DFS, opened its first downtown store in Hainan.
The collaboration will see “exceptional brand retail expressions together with a team of professional beauty advisors, as well as re-invent a traveller’s beauty journey with new tech-and data-driven solutions” said the partners. The location will feature an integrated network of devices embedded with digital features to enable conversations with travellers and generate insights to better serve Chinese consumers, they added.
The partners will also create and launch pop-ups, retailtainment and exclusive gifts within DFS’ network of stores in Macau in the coming months.
Following last month’s collaboration for a Helena Rubinstein ultra-premium Black Bandage event, YSL Beauty began the ‘Claim Your Love’ campaign with make-up shows in T Galleria by DFS, Macau, Shoppes at Four Seasons earlier this month. Exclusive retail expressions curated by leading beauty brands such as Lancôme, Armani and Kiehl’s are planned.
Creating a Sense of Place is the ‘Kiehl’s Loves Macau’ campaign to welcome travellers back to the region, with limited edition packaging, retailtainment, and travel-relevant products unique to Macau. The campaign will be highlighted by an exclusive Kiehl’s Loves Macau pop -up at DFS’ Four Seasons store.
The partners said: “This collaboration will act as a key milestone to take travel retail to new heights and further accelerate growth in the strategic destinations of Hainan and Macau SAR.”
L’Oréal Travel Retail Worldwide President Vincent Boinay said: “Our ambition at L’Oréal is to provide ‘Beauty For All Travellers’, therefore we continue to capture growth in the Chinese traveller beauty market. To offer personalised services, products and experiences to the most sophisticated travellers like those visiting Hainan and Macau SAR, better management of data and acceleration on beauty innovation through tech are crucially important. For sure, we feel proud to have partners like DFS who share the same passion and ambition as we do.”
DFS Group Chairman and Chief Executive Officer Benjamin Vuchot said: “At DFS, it is always our aim to provide our valued customers with exceptional shopping experiences. Through our partnerships with world-leading brands such as L’Oréal Travel Retail, we are able to combine the very best products with exciting and innovative new technologies to surprise and delight our customers in Hainan and Macau at all stages of their journey.”
