CHINA. Shiseido-owned prestige skincare brand Clé de Peau Beauté and China Duty Free Group dazzled shoppers with their recent ‘Be the Secret of Radiance’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The travel retail-exclusive concept ran throughout February and marked the prestige skincare brand’s first-ever animation in Hainan.
As reported, the activation drew inspiration from the enchanting phenomenon of ‘Aurora Borealis’, a natural light display often seen around the North and South poles.
It was also inspired by the iridescent bottle packaging of Clé de Peau Beauté’s The Serum.
The striking pop-up showcased Clé de Peau Beauté’s hero The Serum and Key Radiance Care range along with a specially curated CDF-exclusive skincare set.
The set comprised the Clé de Peau Beauté Correcting Cream Veil [recently named the most popular makeup base/primer among the 10 million Chinese users of the TripurX platform], The Serum, Hydro-Softening Lotion, Protective Fortifying Emulsion and Intensive Fortifying Emulsion. The animation also marked first-ever CDF-exclusive set to feature the Correcting Cream Veil.
According to the brand, the outpost reinforced Shiseido Travel Retail’s commitment to deepening relationships with its key Chinese partners and to elevating the shopping experience through digital innovation.
Speaking of innovation, Clé de Peau Beauté showcased plenty of that through several dynamic retailtainment highlights. The digital-centric pop-up also took centre stage at the CDF Mall during the festive Lunar New Year period and marked a series of consumer experience firsts for Clé de Peau Beauté in travel retail.
The Be the Secret of Radiance outpost invited shoppers to embark on an immersive journey through various O2O touchpoints. Customers scanned a QR code at the entrance and were guided by an interactive digital map on their mobile phones.
Afterwards, they learned all about the Key Radiance Care range by picking up RFID-equipped products in the interactive product discovery zone. The items triggered a TV monitor which showed each product’s key skincare benefits.
Customers continued their journey at the ‘Smart Radiance Mirror’ which made its Asia Pacific travel retail-debut at the animation. The mirror allowed customers to virtually try-on various makeup products and share their looks on social media.
Interactive digital screens also taught customers about the two main ingredients in The Serum, which are Kelpex and the Skin-Empowering Illuminator.
The Be the Secret of Radiance journey concluded at the immersive ‘Aurora Room,’ which mimicked the effect of the Aurora Borealis and transported visitors to the Arctic circle through special lighting effects. The room also served as the perfect photo opportunity for visitors, who shared their Aurora Room selfies on social media.
“We are extremely proud to present Clé de Peau Beauté at such a coveted location in one of the world’s leading downtown duty free malls, during the most important festive period of the year for our key Chinese consumer,” said Shiseido Travel Retail Asia Pacific Vice President Evelyne Ly-Wainer.
“With highlights such as the Smart Radiance Mirror and immersive Aurora Room, we have bridged the gap between virtual and physical, and this reflects the level of innovation and creativity that we continuously strive to deliver with our retailer partners.”
Ly-Wainer added, “The success of the animation reinforces Clé de Peau Beauté as a serious player in prestige skincare and underlines the tremendous growth momentum of Hainan. We look forward to working in closer partnership with China Duty Free Group to unlock the full potential of travel retail’s global hotspot.”
China Duty Free Group Vice President of Central Merchandising Division Terry Chua added, “Shiseido Travel Retail continues to fascinate the discerning Chinese consumer with engaging and unforgettable experiences.
“Be the Secret of Radiance by Clé de Peau Beauté brought the beauty of the aurora to Hainan Island and contributed to the buzz and festive spirit of the Lunar New Year, and we are delighted that the collaboration has successfully captured attention and spend not just offline but online as well.”
The pioneering animation was supported by a digital amplification campaign which increased awareness and drove footfall to the animation space. Programmatic advertising on WeChat, Mafengwo and Douyin also directed users to the campaign landing page.
In addition, CDFG implemented an integrated digital strategy which included engaging social media content and a dedicated Clé de Peau Beauté Key Radiance Care pages on its owned ecommerce and social media channels. It also broadcast a livestreaming event on Yizhibo which attracted 700,000 viewers and 6.4 million impressions.
The livestream programme took audiences on a virtual tour of the outpost, introduced the brand’s hero products and travel retail exclusives, and offered product demonstrations. Livestream viewers also benefitted from an exclusive gift-with-purchase promotion, which is another first for Shiseido Travel Retail and Clé de Peau Beauté.
As reported, Clé de Peau Beauté teamed up with The Moodie Davitt Report for an exclusive preview of the outpost in February. As part of that preview, The Moodie Davitt Report created a special Instagram story to showcase the highlights of Clé de Peau Beauté’s animation. The Instagram story reached over 80,000 views and generated over 143,000 impressions.