CHINA. Lancôme Travel Retail Asia Pacific, part of L’Oréal Groupe, has teamed up with China Duty Free Group to reveal the world’s first Super Serums activation at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The Super Serums animation launched on 4 March and is running until 27 March showcasing Lancôme’s hero Advanced Génifique Serum and Rénergie H.C.F. Triple Serum. It was launched to coincide with International Women’s Day (8 March).
Notably, travellers can create and personalise their own 3D holographic avatar and interact with it in real-time at the pop-up. The world-first experience invites women to embrace their inner strengths and spend time rejuvenating themselves using Lancôme’s top serums.
The design of the pop-up was inspired by the Lancôme Skin Screen, the brand’s in-depth skin analysis tool.
Shoppers in Hainan can also experience the Skin Screen first-hand at the pop-up and learn more about their specific skin issues and the right Lancôme products to treat them. Backed by 20 years of skin research and powered by artificial intelligence (AI), the Lancôme Skin Screen is able to measure skin health across 12 different clinical parameters.
In addition to the Skin Screen, travellers can experience Lancôme’s AI-powered skin consultation services directly on their mobile phones.
Two giant replicas of the Advanced Génifique Serum and Rénergie H.C.F. Triple Serum greet shoppers at the entrance of the pop-up. Inside, travellers step into two different coloured doorways to discover the two serums, blue for Advanced Génifique and purple for Rénergie.
Inside the blue zone, shoppers discover the Advanced Génifique Serum through a digitally-driven immersive experience. Travellers are guided through a series of animations and storytelling prompts, where they learn about the 30 million skin-strengthening pre- and probiotic factions in the serum.
In the purple zone, shoppers embark on the Rénergie H.C.F. Triple Serum immersive experience, which highlights the serum’s high-performance anti-aging and skin-rejuvenating properties. Afterwards, they can experience the textures of both Super Serums through sampling dispensers.
“China Duty Free Group is honoured to once again partner Lancôme Travel Retail Asia Pacific for an unprecedented 360-degree activation of the Lancôme Super Serums,” commented China Duty Free Group General Manager of Perfumes and Cosmetics Department, Central Merchandising Division Grace Wang.
“The technologically-advanced pop-up space continually introduces a novel travel retail journey to our domestic and international travellers.”
“We are elated to be partnering with China Duty Free Group in our worldwide first-ever Lancôme Travel Retail Asia Pacific Super Serums activation,” commented Lancôme Travel Retail Asia Pacific General Manager Linda Wang.
“This cements Lancôme’s long-standing authority in skincare, as we reiterate our leadership through constant innovation and cutting-edge technology to elevate the consumer experience.” ✈
