Fresh unveils largest travel retail boutique at cdf Haikou International Duty Free Shopping Complex

CHINA. LVMH-owned skincare brand Fresh has opened its largest travel retail store at the cdf Haikou International Duty Free Shopping Complex.

The 83sq m boutique is dressed in a pale blue colour palette with a mosaic tile floor that pays homage to Fresh’s first store location. The cdf Haikou store design was jointly inspired by a scientific laboratory and a home kitchen.

Immersive product zones are spread around the boutique, each highlighting various Fresh product categories and hero lines. Each area underlines the efficacy of each range and offers information about the origins and ingredients of the Fresh products.

At the Kitchen Table zone, on-site beauty advisors engage with shoppers and offer skincare tips and advice. At the Sensorial Table, shoppers are invited to discover Fresh’s fragrance lines.

Fresh’s most premium collection, Crème Ancienne, is highlighted in an intimate brand zone. Here, a skincare specialist teaches shoppers about the efficacy of the line and takes them through the immersive Crème Ancienne skincare ritual.

Fresh CEO Anne Collinet commented, “With this new boutique, we are excited for guests to see, feel and experience the full expression of the Fresh brand.

“Our brand has always been known for hospitality and our sensorial approach to beauty, which allows us to take each guest on a journey. In this new retail location, we have perfectly tailored the experience to showcase the uniqueness of fresh and highlight the efficacious products that set us apart.”