CHINA. L’Oréal Travel Retail Asia Pacific has opened its first Kérastase store along with an experiential pop-up at the cdf Haikou International Duty Free Shopping Complex in Hainan.
The brand owner said that its partnership with China Duty Free Group further elevates the customer experience with engaging touchpoints and activations for brand discovery at both stores.
The pop-up, which opened in October and will run until April, features an interactive virtual and on-site customer experience to highlight the brand’s Anti-Hairfall, Genesis range.
Shoppers are treated to a pampering session at the pop-up store where they can try out the Genesis Anti-Hairfall Serum while getting a scalp massage using the scalp massaging hairbrush.
A Kérastase hair stylist offers a salon experience to guests, while a beauty advisor offers professional hair diagnosis service with Kérascan, the brand’s hair diagnosis tool.
To celebrate the opening of its pop-up store, Kérastase invited Chinese actor Vin Zhang, who took part in a livestream session and experienced the customer journey. He also went on stage to interact with fans and share his hair care routine with the brand.
The pop-up experience also includes a digital tour. Upon scanning the QR code on their mobile phone at the entrance of the store, guests are greeted by the virtual avatar of brand ambassador Dylan Wang, who guides them through the entire AR journey.
Located a short walk away is the Kérastase boutique which features a comprehensive product assortment, suited for every hair type. The in-depth Kérascan scalp diagnosis service by an in-house beauty advisor is also available here.
Fran Law, General Manager of L’Oréal Dermatological Beauty and Professional Products Division at L’Oréal Travel Retail Asia Pacific, said: “L’Oréal Travel Retail Asia Pacific is proud to be part of this game-changing milestone in the history of Kérastase and to further deepen our relationship with the storied French haircare brand.
“The launch of the first-ever retail store and Genesis Anti-Hairfall Pop Up further reinforces Kérastase’s commitment to continue exploring innovative and scientific ways of engaging with its customers with a focus on our iconic Genesis Anti-Hairfall range.”
China Duty Free Group Central Merchandising Division General Manager of Perfume and Cosmetics Department Grace Wang commented: “At China Duty Free Group, we pride ourselves of being at the forefront of innovation in developing unique and engaging retail experiences.
“It is our pleasure to partner with Kérastase to celebrate this first-of-its-kind pop-up experience, and further deepen our commitment with them. With this partnership, we continue to deliver engaging activations that allow visitors to immerse themselves in Kérastase’s universe and discover its commitment to remaining at the forefront of hair technology.” ✈
