CHINA. Prestige skincare brand Elixir, owned by Shiseido Group, has partnered with Globuy to launch the ‘Globuyers Review’ campaign on the latter’s WeChat Mini Program.
The campaign ran for one month highlighting Elixir’s Lifting Moisture Lotion & Emulsion and Enriched Wrinkle Cream. It invited travellers to discover Elixir’s hero products, build social media awareness and promote user engagement on Globuy’s WeChat and Red channels.
Users inputted information about their age and skin type on WeChat and received bespoke product recommendations. They also learned more about the brand and discovered related products on the campaign page.
The campaign’s reach was boosted by KOL activities both online and offline. KOLs visited Elixir’s newly opened counter at the cdf Haikou International Duty Free Shopping Complex and talked about their visits on social media. They also promoted Elixir’s upcoming promotions and shopping events online.
The Globuyers Review campaign drove engagement and awareness by offering free product samples and trials. Afterwards, Globuy collected feedback from users and shared that data with the brand.
The campaign also offered tasks and rewards to encourage users to post reviews on social media after the trial, building word of mouth and brand awareness for Elixir.
As reported, Elixir recently opened a new shop-in-shop inspired by its Tsuyadama or ‘Pearl Glow Skin’ ethos. Pearl Glow Skin is the natural glow on cheeks that shows when the skin is firm and translucent. The boutique is characterised by soft lighting, pearlescent textures and champagne gold accents. It offers Elixir’s hero lines alongside a range of travel retail-exclusive products.
COMING SOON: NEW WONDERS OF THE TRAVEL RETAIL WORLD
The Moodie Davitt Report is delighted to announce ‘The New Wonders of the Travel Retail World’, a duo of landmark publications dedicated to extraordinary projects that have set new benchmarks in the travel retail world.
One is dedicated to the cdf Haikou International Duty Free Shopping Complex, which opened on 28 October in Hainan province, China.
The multi-media, bi-lingual publication is a pioneering joint venture between The Moodie Davitt Report and Hainan Hinews Media Co. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
The other is the Hamad International Airport Expansion in Doha, Qatar, inaugurated on 10 November.
This stunning development is anchored by The Orchard, a 10,000sq m indoor tropical garden with a 268-sqm water feature complemented by a luxury-led commercial offer boasting 65 stores and 35 food & beverage outlets.
