CHINA. L’Oréal Group has unveiled its spectacular pavilion at the inaugural China International Consumer Product Expo (Hainan Expo). The pioneering event officially opened today (7 May), welcoming over 200,000 visitors.
L’Oréal’s tech-driven and sustainably-designed pavilion was officially launched with a grand opening ceremony, which was attended by French Ambassador to China Laurent Bili; China Vice Minister of Commerce Wang Bingnan; Hainan Provincial Party Committee Standing Committee Member Xiao Yingzi; L’Oréal Luxe Travel Retail Asia Pacific Managing Director Tao Zhang; and L’Oréal North Asia Zone President and L’Oréal China Chief Executive Officer Fabrice Megarbane.
In addition to the 500sq m space, L’Oréal is also exhibiting at the Business France pavilion, giving Expo visitors comprehensive access to L’Oréal’s powerful portfolio of beauty brands.
The L’Oréal pavilion reinforces the company’s commitment to sustainability and was constructed with ecologically-certified materials that can be repurposed for end-of-life recycling.
The stand’s architectural elements are produced with recycled stainless steel, recycled aluminium and FSC-certified wood.
Visitors enter through a flight window shade entrance, made with blue LED light threads that mimic Hainan’s sky and ocean, while L’Oréal’s brands are showcased on display fixtures which were rented or reused from previous events.
L’Oréal is presenting 16 beauty brands from luxury to consumer goods, haircare to active cosmetics. It is also debuting the Valentino and Urban Decay brands for the first time in Hainan travel retail.
In addition, L’Oréal is highlighting YSL and Armani’s virtual makeup try-on technology. The tools — which are powered by ModiFace technology and backed by artificial intelligence — deliver photo-realistic results and automatic shade calibration, enabling visitors to try on a wide number of products.
L’Oréal is also hosting over ten beauty talks and sessions during the Expo’s four consecutive days to highlight its latest product innovations and sustainability initiatives. Expo visitors can also digitally purchase products from L’Oréal by scanning a QR code which directs them to China Duty Free Group’s online pre-order platform.
As reported, L’Oréal is premiering the limited edition Biotherm x Coco Capitán collection through a 360-degree immersive room at the booth.
The exclusive line is an artistic project designed to raise awareness about how climate change is threatening phytoplankton species in oceans.
To mark the launch, L’Oréal has partnered with One Planet Foundation to help tackle marine litter at Wuzhizhou Island off the coast of Hainan, which features China’s best-preserved coral reef.
It has also made a RMB100,000 donation to the One Planet Foundation to help its efforts towards battling plastic pollution in the island.
“As a ground-breaking approach for displaying global consumer goods, Hainan Expo will contribute to shape a more prosperous Hainan and even the entire national consumption market,” commented Megarbane.
“With the mission of ‘Beauty for All’, our participation showcases innovation, sustainability and beauty. During the post-epidemic period, this event is an unprecedented opportunity to promote the concept of ‘Good Consumption’ and to satisfy consumers’ appetites and stimulate domestic consumption market to create the beauty that moves the world.”
L’Oréal Luxe Travel Retail Asia Pacific Managing Director Tao Zhang added, “We have been drumming up for this very special day for quite a while, and this morning it is overwhelming to see the fantastic response from visitors in the Hainan Expo.
“We are proud to present such a meaningful journey through the lens of our strong brand portfolio, and we look forward to launching more exciting brands, such as Valentino, very soon to Hainan.”
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 is providing 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.