CHINA. Estée Lauder, flagship brand of The Estée Lauder Companies, has partnered with China Duty Free Group (CDFG) to launch a ‘Gifting Wonderland’ takeover across three of the retailer’s key locations in Hainan
This marks the fifth year that the partners have launched the Gifting Wonderland campaign in the travel retail hotspot. It also marks the first four-way collaboration for Estée Lauder, which has partnered with CDFG, Juneyao Airlines and Marriot Bonvoy Hotels in Hainan for the takeover {Note: This story is also being published by Hainan Hinews Media Co, our strategic partner on Hainan island}.
The Gifting Wonderland experience begins in the air for tourists travelling from Shanghai to Hainan. Vibrant in-seat advertisements onboard Juneyao Airlines build awareness for Estée Lauder and drive traffic to the various pop-up locations and hotel partners in the island.
The Estée Lauder Gifting Wonderland appears in three spectacular pop-up spaces across CDFG locations.
They include the Sanya International Duty Free Shopping Complex in Haitang Bay, cdf Haikou International Duty Free Shopping Complex and cdf Haikou Mova Mall. The pop-ups offer immersive and joyful shopping experiences that highlight the gifting appeal of Estée Lauder and showcase its best-selling lines.
The pop-ups were visited by Chinese singer Huang Minghao ‘黄明昊’ who shared his Gifting Wonderland experience with fans. Huang was a member of the boy band ‘Nine Percent’ and is currently part of Chinese pop group ‘NEXT’.
At the Marriott Bonvoy hotels in Sanya, Haikou and Wanning, travellers can enjoy bespoke Estée Lauder-themed afternoon teas and gift sets.
Notably, the Gifting Wonderland campaign features Estée Lauder China Travel Retail’s debut collection of Non-Fungible Tokens (NFTs). The limited-edition NFTs extend the campaign’s reach online, offering a true omnichannel shopping experience.
The tokens are offered in multiple themes, including Wonderland Exploration and Fantasy Travel. Each digital object symbolises an experience that can only be found in the Estée Lauder Wonderland, where consumers can explore their beauty and skin care journey. Consumers can discover their metaverse journey via WeChat Mini Program (Estée Lauder Duty Free Social Circle), or by visiting any of the Estée Lauder pop-up locations.
The NFT collection comprises virtual Estée Lauder pieces inspired by different elements of the Gifting Wonderland campaign. They include hot air balloons, Ferris wheels and a variety of Estée Lauder best-sellers.
Consumers can purchase Estée Lauder’s best-selling sets at the pop-up stores, check out the playful installations and capture photos on-site in Wonderland to share on social media.
The WeChat Mini Program is also hosting a series of KOL-led livestreams throughout the festive period. Celebrity makeup artist Chun Nan, singer Li Xikan and talkshow host Yang Li are some of the stars who have featured throughout the series.
The Gifting Wonderland offering includes two CDFG-exclusive sets designed to create a look exuding holiday joy and beautiful skin. Consumers can choose from Glowing Skin Essentials, or Re-Nutriv Ultimate Lift Regenerating Youth Collection. ✈
