CHINA. Estée Lauder, flagship brand of The Estée Lauder Companies, has partnered with China Duty Free Group (CDFG) for a colourful ‘Travel Beautifully’ summer takeover in Hainan. It launched on 1 June and runs until 31 July.
The vibrant, summer-themed campaign invites travellers to join Estée Lauder on a ‘Summer Glow Itinerary’ which promotes top tourist spots in the island destination while highlighting the brand’s best-selling lines.
The takeover features colourful pop-ups at Hainan’s most popular attractions including the InterContinental Sanya Haitang Bay Resort, Yemeng Gallery, Dadonghai Beach and the cdf Haikou Mova Mall.
The immersive animations feature a number of playful summer-themed design elements including surf boards, sun loungers and beach camper vans.
A product discovery zone invites travellers to sample Estée Lauder’s best-selling lines including the popular Advanced Night Repair, Perfectly Clean and Revitalizing Supreme+ products.
The pop-ups showcase Estée Lauder’s travel retail-exclusive sets which were designed to specifically address summer skin concerns. The Glowing Skin Essentials Set, a key focus of the campaign, is a five-piece set which offers a complete skincare routine from cleanser to face and eye care. Expert Estée Lauder Beauty Advisors are stationed at each pop-up to offer personalised skincare recommendations.
Colourful photo booths invite travellers to take selfies and edit them with a number of Travel Beautifully photo filters. The filters give them a fun, ‘before and after’ photo of their summer glow. They can also enjoy a refreshing summer drink at the pop-ups.
The partners extended the campaign’s reach online by teaming up with the Chinese actresses KOLs Guo Xiaoting and Hu Yixuan, who were named as the campaign’s ‘Summer Glow Ambassadors’. Guo and Hu visited the Travel Beautifully animation at the cdf Haikou Mova Mall and livestreamed their visits with fans, whom they invited to join in the campaign.
The partners broadcasted another livestream led by Beauty KOL Ziye 子壹 and Estée Lauder Senior Trainer and Global Professional Makeup Artist Bobbie Wu.
Ziye and Wu shared Estée Lauders top summer skincare tips and taught fans how to achieve the campaign’s exclusive makeup look. ✈
