CHINA. LVMH-owned natural skincare brand Fresh has teamed up with China Duty Free Group (CDFG) to host a pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The pop-up is the brand’s first in Sanya and its biggest activation to date. It was launched on 1 July and will run until the end of the month.
The striking campaign shines the spotlight on the limited-edition Kombucha Facial Treatment Essence.
The essence features packaging designed by renowned Chinese graffiti artist Edison Zhang. Zhang’s work takes inspiration from Chinese culture and history imbued with a bold and colourful street-art aesthetic.
According to the brand, the packaging reflects its own values of hope, optimism and nature while portraying the five natural elements: gold, wood, water, fire and earth.
The pop-up’s design lifts from the colourful, graffiti-inspired packaging of the Kombucha Facial Treatment Essence.
Inside, customers are invited to discover the Fresh brand universe and interact with digital graffiti to win special gifts and prizes. In addition, it offers a suite of retailtainment elements including an augmented reality game which virtually transforms players into five natural elements.
The pop-up was inaugurated with an official opening ceremony attended by VIPs from Fresh and CDFG and Chinese actor Joseph Zeng, who shared his Kombucha Facial Treatment Essence skincare routine with fans.
Zeng is known for his roles in Chinese television programmes ‘Ultimate Note,’ ‘Relying on Heaven to Slaughter Dragons’ and ‘The Birth of Actors’. He is also a member of Chinese boy band ‘Fresh Geeks Youth’.
The ceremony was also attended by local KOLs who livestreamed the Fresh pop-up experience with their fans on social media.
“Our animation gave us a chance to share with the world how the fresh family see the brand every day,” said Fresh Senior Vice President Global Travel Retail and Head of Hong Kong & Macau Michael Kim.
“Fresh is where the line between reality and imagination blurs to spark hope and dreams. We take the ordinary and make it extraordinary, whether it’s the experience at the pop-up or the amazing ingredients in our products.
“Our Kombucha Treatment Essence is one of the best examples,” Kim added. “Fermented tea is the star of this essence that protects the skin from many types of pollution. Thank you to CDFG and our consumers for giving us the opportunity to share our vision, and we hope it inspires all to dream big. The sky is the limit.”
Commenting on the pop-up’s experiential allure, Fresh Global CEO Anne-Veronique Bruel said: “Retail experiences are fundamental to any brand, especially in travel retail.
“For our biggest pop-up in fresh history, we wanted to offer a moment of escapism and sensoriality to our consumer by leveraging virtual reality, an exclusive artist partnership and multiple engagement moments which will ensure we make a lasting impression on the travelling Chinese consumers in the hot vacation spot of Hainan.”
Fresh is making big moves into China travel retail as it continues to capitalise on booming Chinese consumer demand. As reported, the brand recently unveiled its debut counter earlier this month at the Hainan Tourism Duty Free Shopping Complex (海旅免税城) in Sanya.
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