Lancôme Travel Retail Asia Pacific and DFS have struck a partnership to promote the brand’s Advanced Génifique serum franchise across eight countries in the retailer’s network.
On 28 September, the partners launched the multi-sensory ‘Advanced Génifique, Your Journey to Radiance’ pop-up store at T Galleria Beauty by DFS at Hysan Place, Causeway Bay in Hong Kong. It was the brand’s first exclusive global partnership with DFS. The pop- up store was in place until 7 October with more local events occurring at DFS locations through to 31 October.
Beyond this, the partnership will see promotional events across DFS’s network of retail stores in seven other countries in the Americas, Asia and Europe.
The ‘Your Journey to Radiance’ campaign – exclusively developed for the partnership – seeks to encourage women to embark on their own “Journey to Radiance” across the world with Advanced Génifique, said the partners.
“We are proud to work with DFS on this exclusive partnership to bring our best-selling Advanced Génifique to more travellers around the world through their extensive global retail network,” said Lancôme Travel Retail Asia Pacific General Manager Tao Zhang. “As a leading worldwide beauty brand, Lancôme believes in the importance of consumer centricity, understanding our consumers’ needs, and creating meaningful and innovative brand experiences to better engage them. Following the successful launch of the Advanced Génifique: Journey to Radiance pop-up at Hysan Place, we look forward to elevating every traveller’s Journey to Radiance around the world with DFS.”
The concept and experience in the first pop-up was designed to send shoppers on a virtual journey with Advanced Génifique. The first touch point was a 2m tall replica of the Advanced Génifique serum bottle, constructed from 16,800 LED bulbs illuminating a gradient in unison. Consumers could also interact with an augmented reality photo booth, capturing images and GIFs to share on social media. With gesture detection sensors, various Lancôme icons appeared in their hands.
The highlight of the pop-up store was the Mirror Room, which virtually transported the consumers to different parts of the world, from Paris to Hong Kong. Using state-of-the-art voice tracking and cross- device synchronisation technology, consumers were able to use devices to interact with the installation.
DFS Group Executive Vice President Merchandising Ariel Gentzbourger said: “As the world traveller’s preferred destination for luxurious shopping, DFS is proud to collaborate with Lancôme on this unique global partnership. We have not only elevated their shopping experience with the ‘Advanced Génifique, Your Journey to Radiance’ pop-up, but also developed a DFS exclusive set perfect for our travelling customers. We look forward to developing more curated brand experiences and products across DFS Group’s global network of airports and downtown locations.”
Lancôme Travel Retail Asia Pacific invited five prominent Chinese Key Opinion Leaders (KOLs) to Hong Kong to amplify the campaign. A two-day event was designed for them to experience the Advanced Génifique line, including a morning yoga session to cruising along Hong Kong. They then shared their experiences of their journey via their social platforms.