CHINA. Helena Rubinstein Travel Retail Asia Pacific has partnered with China Duty Free Group for the brand’s first online-to-offline luxury travel event in Sanya, Hainan.
The event, to which over 100 of the retailer’s VIP customers were invited, also attracted an audience of 25 million viewers via livestreaming from popular beauty influencers Teacher Xu and Kakakaoo (see below).
Between 21 and 24 December VIP customers took part in a personalised travel experience at the Helena Rubinstein villa, situated in The Sanya Edition luxury boutique hotel. They were introduced to new digital innovations and services, which the brand owner said represented “the future of travel beauty”.
Upon entrance to the 2,355sq m poolside luxury estate, a gold-toned Helena Rubinstein logo greeted guests as they checked in. Their personalised journeys continued with tailor-made mocktail refreshments at the Helena Rubinstein bar, a professional holiday portrait photoshoot at the Helena Rubinstein studio, and an afternoon tea, before being treated to a 24K pure gold leaf hand massage, exclusive to the event. The gold leaf massage combined the brand’s signature Cellglow range with 24K pure gold leaves to firm, smoothen and boost the skin.
All VIPs received an in-depth biometric skin analysis with the Helena Rubinstein skin analyser. Developed with 80,000 skin profiles combined with 12 years of research and development, the skin analyser provided VIPs with an expert skin diagnosis, predictive analysis and personalised skincare recommendations.
On 21 and 23 December, the experience was livestreamed online by sought-after beauty influencers, Teacher Xu and Kakakaoo, to their fans and followers. The duo shared their travel beauty tips and featured Helena Rubinstein Powercell Serum and Cellglow Concentrate.
Over 25 million viewers tuned in for special offers, prizes and shopped for their favourite Helena Rubinstein products instantly via the China Duty Free Group online platform.
Helena Rubinstein Travel Retail Asia Pacific General Manager Petrina Kho said: “We are pleased to pioneer an unprecedented über-luxe experience with China Duty Free Group. This first-ever Helena Rubinstein Travel Retail villa offered new ways of building special relationships with our online and offline beauty travellers. We look forward to more innovative collaborations to come with China Duty Free Group in offering digitised and personalised premium service to travellers in Hainan.”
Hainan Island: Travel retail’s global hotspot The Moodie Davitt Report will publish a Hainan Island Special Report with the China edition of The Magazine in February 2021. Written by Martin Moodie and Dermot Davitt, it will explore how the offshore duty free business in China has become critical to the world’s leading brands across many categories. 海南：旅游零售业的全球焦点 穆迪戴维特报告（Moodie Davitt Report）将于2021年2月随The Magazine的中文版发表《海南特别报道》。该篇由马丁·穆迪（Martin Moodie）和德莫特·戴维特（Dermot Davitt）撰写，将探讨中国的离岸免税业务是如何变得对跨类别的各大全球领先品牌至关重要。 报告将覆盖以下内容：
The report will feature:
Contact Irene@MoodieDavittReport.com to partner with The Moodie Davitt Report for this special edition. |
