CHINA/MACAU. Guerlain partnered with China Duty Free Group to unveil two Orchidée Impériale pop-up stores at the Sanya International Duty Free Shopping Complex in Haitang Bay and at the CDF Haikou Mova Mall last month.
The LVMH-owned beauty house also partnered with DFS to launch the Orchidée Impériale pop-up at the DFS Four Seasons in Macau.
The Hainan and Macau pop-up stores, each open through April, showcased the Orchidée Impériale Micro-Lift Concentrate, which combines technology and nature to offer next-generation microencapsulation and lifting.
Orchidée Impériale, which was developed with 92% naturally-derived ingredients and 7,000 micro-sculptors, is one of Guerlain’s most luxurious skincare lines. Its age-defying formula uses millions of orchid molecules, from 30,000 orchid species, to nourish and sculpt the skin.
The Concentrate also features the brand’s exclusive Cell Respiration Technology and Micro-Lift Technology to help regulate cell respiration, fight oxygen deficiency and improve overall cell regeneration.
The striking activation at the CDF Mall in Haitang Bay offered a suite of retailtainment elements. A giant LED screen sat at the heart of the space, inviting guests to discover the story behind the Orchidée Micro-Lift Concentrate.
Visitors were guided to the skincare bar where they sampled the Micro-Lift Concentrate as well as other hero products in the Orchidée Impériale line. Afterwards, they were led to a consultation area to receive personalised skincare analysis and their own tailor-made Orchidée Impériale skincare rituals.
The pop-up also offered the CDF-exclusive Orchidée Impérial Pentalogy Ritual set, one of the brand’s most premium anti-ageing skincare lines.
To meet the traveller at every point of their journey, Guerlain partnered with the Sanya EDITION Hotel to offer the first-ever Guerlain Spa experience in Asia Pacific travel retail.
VIP guests were picked up via limousine and transported to the hotel where they indulged in a relaxing, face-lifting massage experience developed by Guerlain’s spa experts. VIP guests were also offered makeup touch-up services before being transported back to their hotels.
The Hainan pop-ups were celebrated on 23 April with a star-studded event attended by CDFG executives and local celebrities and KOLs.
Chinese actor Xu Kai, known for his roles in ‘Story of Yanxi Palace’ and ‘The Legends,’ shared his Orchidée Impériale skincare regimen with fans, while Chinese KOLs Yvonne Ching and Irene Lin livestreamed the event on CDF Mall and Haikou Mova Mall’s Yizhibo accounts.
The premium pop-up was further highlighted with a striking ooh media campaign, that dominated various high-profile areas at the CDF Mall.
The campaign featured a full lightbox package, located at numerous exposure areas and mall entrances on every floor.
As an added digital push, Guerlain also launched its first-ever paid social media ad campaign on Tencent and Douyin’s networks to encourage travellers to Hainan to visit the Haikou and Sanya pop-ups.
The Macau edition of the campaign was further boosted on DFS Macau’s Little Red Book, WeChat, Instagram and Facebook social media.
Footnote (1): 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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Footnote (2): Together with our strategic partner in Hainan, Hainan Hinews Media Co, The Moodie Davitt Report provided unrivalled live daily coverage of the Expo. As reported, The Moodie Davitt Report and Hainan Hinews Media Co have struck a far-reaching win/win strategic cooperation agreement to boost mutual coverage of Hainan’s booming offshore duty free sector and the Free Trade Port development
