THAILAND. LVMH-owned beauty brand Givenchy has partnered with King Power International Group (Thailand) to unveil ‘Le Rouge Outpost’ at Bangkok Suvarnabhumi International Airport.
The outpost was one of the brand’s biggest travel retail activations to date and showcased Givenchy’s exciting ambitions in the channel. It ran from 1 October to 30 November.
The Givenchy Le Rouge Outpost carried strong visibility, with a bold statement in black and red. It offered Givenchy’s most popular make-up, skincare and fragrance collections with a special focus on lips.
The Le Rouge lipstick range was the event highlight. To emphasise the new launch, the pop-up also featured a ‘Le Rouge Lip Bar’ and a ‘Le Rouge Art of Gifting’ zone where customers engraved their Givenchy lipstick tubes.
The Le Rouge lipstick range has been described as ‘the ambassador of Givenchy beauty’ by the brand. The 2019 edition was designed by Givenchy Make-up Artist Nicolas Degennes and offers three new lipstick expressions: Le Rouge, Le Rouge Deep Velvet, and Le Rouge Night Noir.
Le Rouge offers the brand’s signature high coverage formula with a luminous matte finish. It creates a plumping effect with Hyaluronic acid and smooths lips with Acmella Oleracea flower extract. The range comes in 29 hyper-pigmented shades that take colour cues from Givenchy’s runway shows. The lipstick comes in the brand’s signature black leather case.
Le Rouge Deep Velvet features a new highly pigmented formula with a velvety matte powder finish. The lipstick is enriched with mango butter and comes in a new suede case. The Le Rouge Deep Velvet range offers six new ultra-pigmented shades: Beige Nu, Rose Boisé, Fuschia Vibrant, Orange Sable, Rouge Grainé, and Violet Velour.
Le Rouge Night Noir offers a dark glitter sheen formula with ultra-rich colour. It was inspired by Givenchy’s Autumn winter 2018 runway collection, whose dark and shiny colour palette is also reflected in the lipstick case.
Le Rouge Night Noir offers six dark shades called: Night in Light, Night in Red, Night in Gold, Night in blue, Bight in Plum, and Night in Gray. Like Le Rouge, its formula has also been enhanced with plumping Hyaluronic acid spheres and Acmella Oleracea flower extract.
The Le Rouge campaign stars model Blanca Padilla and was shot by photographer Zoe Ghertner. Padilla also stars in the campaign film shot by director Oliver Hadlee Pearch.
Aside from lips, the outpost also shone a light on Givenchy’s new foundation range. The outposts ‘Face Bar’ showcased the brand’s Matissime and Teint Couture Everwear Foundation lines as well as its Prisme highlighter. Other highlights include Givenchy’s L’Intemporel Blossom skincare range, as well as its L’Interdit fragrance collection.
The outpost also offered plenty of interactive phygital features including a digital photobooth and an instant temporary tattoo printer. Both features allowed travelling shoppers to take home a digital or physical souvenir of their Givenchy outpost experience.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Givenchy’s story has also appeared in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
