SINGAPORE. Johnson & Johnson-owned medical cosmetics skincare brand Dr. Ci:Labo has partnered with The Shilla Duty Free in its first pop-up in travel retail at Singapore Changi Airport.
The campaign highlights the pore care brand Labo Labo in a central corridor space between the Cosmetics & Perfumes and Liquor & Tobacco stores in Terminal 4.
Running throughout October, the pop-up offers travellers the opportunity to have a skin diagnosis by a beauty consultant, to create their own skin regimen and to engage with Labo Labo via photo opportunities.
Visitors are encouraged to pose with Dr. Rabbit, the Labo Labo brand’s icon, which pays tribute to Dr. Ci: Labo Founder Dr. Yoshinori Shirono, and to use a photo booth. The activation also includes a gift vending machine and GWP offers.
Labo Labo was created in 1999 by dermatologist Dr. Shirono, following his discovery that pores were a recurring skin concern among his younger clients. Developed to tackle pore problems at their root, the line features plant-sourced ingredients and includes Labo Labo Super Keana Lotion, Labo Labo Super Keana Washing Foam, Labo Labo Super Keana Gel and Labo Labo Hikishime Mask. |
Other Dr. Ci:Labo products are also highlighted at the pop-up, including VC 100 Essence Lotion EX, Aqua Collagen Gel Enrich Lift EX18, Aqua Collagen Gel Super Moisture EX18, Super 100 Series EGF, White 377 Essence and UV Protect Spray 100 SPF 50.
Johnson & Johnson Regional Business Development Manager Travel Retail Michelle Tong said: “The high-visibility activation space in Changi T4 is an excellent location for our first-ever duty free animation, offering us a great opportunity to interact with a large number of travellers and different nationalities.
“We’re confident that the month-long pop-up will be successful in converting shoppers to Labo Labo fans when they discover the efficacy of the product portfolio which is created specifically for younger skin.”
Dr. Ci:Labo was a first-time exhibitor at the TFWA Asia Pacific Exhibition in May and Tong noted the brand’s growing presence in travel retail in the region.
“The cult following that Labo Labo has built, combined with our ability to leverage the scale and expertise of Johnson & Johnson, points to a bright future in this channel for Japan’s best-selling medical cosmetics skincare brand,” she added.
The Shilla Duty Free Singapore Merchandising Director Chillie Por commented: “Retailtainment and innovation have always been at the forefront of our consumer-centric strategy, as these are the drivers that will provide a differentiated shopping experience for our customers. The Labo Labo pop-up concept, created especially for The Shilla Duty Free Changi Airport, not only provides an exceptional range of Labo Labo’s skincare products, but also an eye-catching and fun retail experience that will delight and engage our customers.”
Digital campaign
The brand has also partnered with Chinese celebrity Liu Yuning, who became Labo Labo’s brand face in June, for a digital campaign targeting Chinese consumers travelling to South Korea.
The campaign, which started in August and ran until 8 October, featured an interactive game which encouraged consumers to ‘travel with Ning’ and ‘fear pores no more’.
The game was accessible via Weibo, WeChat and CTrip. Users were invited to play with Dr. Rabbit and Liu Yuning as they virtually travelled through Korea to solve pore issues and score points. The final points tally could be used to redeem gifts, which included a limited-edition bottle signed by Liu Yuning, at selected Korean duty free locations operated by Shinsegae Duty Free, Lotte Duty Free, Doota Duty Free, The Shilla Duty Free and Hyundai Department Store.
Participating locations featured supporting digital campaign visuals in-store to complete the online-to-offline nature of the campaign.
Johnson & Johnson Head of Marketing Media and Digital Travel Retail Sandrine Tesnière said: “Our new interactive game, which targeted Chinese travellers from the point when they booked their trip to their arrival in South Korea, proved an effective concept in bridging online-to-offline to optimise footfall and conversion.”
Tesnière described gaming as a “powerful tool to create excitement among Labo Labo’s target consumer group and increase brand awareness”.
In collaboration with Globuy
As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers.
Going forward, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.
Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.
