Walking in a gifting wonderland: Estée Lauder’s annual holiday campaign returned to Hainan with a bang with the launch of two simultaneous pop-ups at the CDF Mall and Haikou Mova Mall

CHINA. The Estée Lauder Companies has partnered with China Duty Free Group (CDFG) to host flagship brand Estée Lauder’s annual holiday campaign in Hainan. It ran from 2-30 December.

The ‘Gifting Wonderland’ campaign was launched with a bang on 19 December with an interactive light show that lit up various key locations in Hainan. The festive event featured a Night Shopping Festival, after-hours experience at the CDF Mall and a performance by Chinese singer Bibi Zhou.

The activation was officially inaugurated by Estée Lauder Global Spokesmodel Yang Mi for the fourth year in a row. The Chinese Actress graced the glamorous opening ceremony, which was also attended by leading KOLs, Chinese media and key executives from The Estée Lauder Companies and China Duty Free Group.

Yang Mi is known for her roles in Chinese television series ‘Wang Zhaojun’, ‘Eternal Love’ and ‘Legend of Fuyao’.

Surprise and delight: A 15-metre tall Christmas tree greeted shoppers at the CDF Mall during the peak Christmas shopping season

Celebrity power: Estée Lauder Global Spokesmodel Yang Mi and Chinese Singer Bibi Zhou added star power to the official opening ceremony

The partners launched Gifting Wonderland pop-ups in both the Sanya International Duty Free Shopping Complex in Haitang Bay and the Haikou Mova Mall in Haikou. Designed with a candy shop theme, the playful pop-ups highlighted Estée Lauder’s best-selling products and CDF-exclusive sets. They also featured engaging retailtainment features which included photo stations, digital games and live makeup tutorials.

One of the standouts was a giant, 15-metre tall Christmas tree at the main entrance of the CDF Mall. The festive installation was adorned with pink candies, lollipops, gift boxes and oversized Estée Lauder products.

The Your Nighttime Essentials and the Experts in Glow sets were only available at CDFG stores in Hainan, Shanghai, Beijing, Hangzhou, and Guangzhou.

Chinese actress Yang Mi officially inaugurated Estée Lauder’s holiday activation in Hainan for the fourth year running

Exclusive appeal: The Your Nighttime Skincare Essentials Set (left) and Experts in Glow sets (right) were only available in CDFG stores in Hainan, Shanghai, Beijing, Hangzhou, and Guangzhou

The Your Nighttime Skincare Essentials Set comprised the Perfectly Clean Cleanser  Micro Essence, Advanced Night Repair Face Serum, Advanced Night Repair Eye Gel and Revitalizing Supreme Soft Crème.

The Experts in Glow Set included the Micro Essence Sakura, Advanced Night Repair Face Serum and Advanced Night Repair Eye Gel.

Commenting on the return of Estée Lauder’s annual holiday campaign, China Tourism Group Duty Free Corporation Limited Deputy General Manager Gao Xujing said: “We sincerely thank Estée Lauder, our valued partner, for making Haitang Bay the most festive it has ever been during this holiday period. We were honoured to welcome our distinguished guests and shoppers during this celebration.

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“The pop-up store, combined with the introduction of the Night Shopping Festival, brought a new and lively environment to the complex.

“In the New Year and beyond, we also look forward to continuing to partner with Estée Lauder to enhance the travel retail shopping experience for customers in new and innovative ways.”

In addition, the Gifting Wonderland pop-up’s presence was extended online through Estée Lauder and CDFG’s ‘Duty Free Circle’ WeChat Mini Program.

The program offered customer information on travel exclusive sets, special deals and promotions.

“We are delighted to collaborate with CDFG to bring a whimsical winter wonderland holiday shopping journey to travellers in Sanya,” commented The Estée Lauder Companies Senior Vice President Travel Retail Worldwide Jean-Yves Minet.

“Through pop-up stores and the Night Shopping Festival, Estée Lauder is able to create highly unique and immersive retail experiences that are truly best in class. We truly appreciate CDFG and other distinguished partners for their continuous support of Estée Lauder.”

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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Estée Lauder Global Spokesmodel Yang Mi (centre) strikes a pose with key executives from Estée Lauder and China Duty Free Group

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