CHINA. Estée Lauder has opened a renovated flagship store – the brand’s largest in travel retail – at China Duty Free Group’s Haitang Bay International Shopping Complex. The 1,510sq ft Estée Lauder store is designed to offer a fresh, dynamic and welcoming environment.
Estée Lauder and China Duty Free Group (CDFG) celebrated the opening and the start of the Chinese New Year season with an exclusive appearance by Estée Lauder Asia Pacific Spokesmodel Yang Mi on 20 December at the Haitang Bay store in Sanya, Hainan Island.
Over 1,000 shoppers, along with KOLs and press, gathered to welcome the famous Chinese actress and singer at Estée Lauder’s Chinese New Year exhibition space in the giant CDFG complex.
Throughout December, Estée Lauder fans have the opportunity to explore the brand’s hero skincare, make-up and fragrance collections at the exhibition space in the mall’s central atrium. They can also purchase a limited-edition Yang Mi x Estée Lauder beauty set while shopping within a Chinese New Year-themed environment.
“We are thrilled to bring Estée Lauder’s dynamic and immersive retail experience to Haitang Bay,” said Estée Lauder, Travel Retail Worldwide Senior Vice President Raffaella Cornaggia.
“As we mark this milestone for the brand, we are proud to bring our consumers such a memorable moment with the beautiful Yang Mi and a chance to take home her beauty favorites to ensure they travel beautifully wherever their journey takes them.”
To kick off the event, Yang Mi welcomed guests and shared her tips for how to “travel beautifully” throughout the holiday season. She highlighted her “must-have” travel beauty favorites, while sharing her skincare essentials to protect and revitalise skin.
Her list included Advanced Night Repair Synchronized Recovery Complex II, Revitalizing Supreme+ Global Anti-Aging Cell Power Creme and Micro Essence Skin Activating Treatment Lotion. These were accompanied by make-up lines Double Wear Cushion BB All Day Wear Liquid Compact Broad Spectrum SPF 50/PA+++ and Pure Color Envy Paint-On Liquid LipColor in Controversial – all available in the exclusive Yang Mi x Estée Lauder set.
Fans who purchase the set receive a limited-edition scarf designed by Chinese artist Trajan Jia exclusively for Estée Lauder. Inspired by the Chinese New Year tradition of gift giving, Trajan Jia merges the visual styles of both East and West into an embodiment of the spirit of the festive season as well as Estée Lauder fans’ love of travel.
Flagship appeal
The new flagship is designed as an expression of the Estée Lauder story. Its curated product selection of skincare, make-up and fragrance collections are tailored to reflect the latest beauty trends as well as beauty essentials for the frequent traveller. Shoppers can explore the collections through engaging LED monitors for self-navigation or enjoy guidance from Estée Lauder’s Beauty Advisors.
“China Duty Free Group is proud to partner with Estée Lauder to open the brand’s new travel retail flagship here in Haitang Bay,” said Xie Zhiyong, Deputy General Manager, Sanya International Duty Free Shopping Complex, China Duty Free Group. “We’re confident the brand’s engaging, innovative retail experience, coupled with their iconic collections of skincare, make-up and fragrance products will make Estée Lauder a must-stop destination here in Sanya.”
