SOUTH KOREA. Lancôme Travel Retail Asia Pacific has launched the new Lancôme Absolue Soft Cream in style at Lotte Duty Free’s flagship downtown store in Myeong-dong, Seoul.

The two-day event was held on 26-27 September and was attended by over 150 VIPs and KOLs.

As reported, the event was the latest in Lancôme’s stellar VIP event series, following the success of the L’Oréal Group-owned brand’s two VIP events with CDF-Sunrise Duty Free earlier this year.

It’s time to stop and smell the roses: Inspired by Lancôme’s rose insignia, the event was adorned with over 10,000 red blooms

Skincare fit for an idol: Seohyun of Girls’s Generation poses in Lancôme Absolue’s stunning event space

The new Lancôme Absolue Soft Cream features a Grand Rose extract-infused formula that promotes skin regeneration and is claimed to create a glowing complexion within seven days.

Lancôme’s glamorous launch event began in Lotte Duty Free’s Star Lounge in Myeong-dong. The event space design was inspired by Lancôme’s emblematic rose insignia and featured more than 10,000 fresh roses.

Guests were invited to discover the universe of Lancôme Absolue through a series of different experiential zones. The journey began with the digital rose room, followed by a one-on-one skincare consultation,  a signature hand massage, and finally completed with a luxurious gift courtesy of Lancôme.

A digital story-teller: The story of Lancôme’s rose was told via a digital screen

Guests are given a personalised skincare consultation to experience the regenerative powers of the Lancôme Absolue Soft Cream

Some of the event’s superstar attendees included Korean singer and actor Rain, Korean model Lee Dahee, Girls’ Generation member Seohyun, and Korean actor Lee Jinwook.

According to Lancôme Travel Retail Asia Pacific General Manager Tao Zhang, the event is the first of many, as Lancôme continues to elevate the luxury customer experience. She said, “We are immensely proud to be presenting the latest Lancôme Absolue Soft Cream to Lotte Duty Free VIPs. Thanks to our strong partnership with Lotte Duty Free, we are able to better our engagement with luxury beauty consumers and create this all-immersive journey for them to experience the amazing regenerative capabilities of our new product.”

In full bloom: Korean actress Lee Dahee strikes an elegant pose against a vivid rose-covered backdrop

(Left) Korean singer/actor Rain; (Left to Right) Lotte Duty Free Merchandising Director International Beauty Brands Jeffrey Davis; Lancôme Travel Retail Asia Pacific General Manager Tao Zhang; and Lotte Main Downtown Store Managing Director Steve Park toast the successful event – with rose Champagne of course

Korean actor Lee Jinwook – known for his leading role in Glass Castle and other big hits– also graced the event

The sentiment was echoed by Lotte Duty Free Store Manager Seong-hyun (Steve) Park who added: “It is our pleasure to collaborate with Lancôme for this iconic VIP event. Lancôme is renowned for pioneering innovation in premium skincare and this partnership aligns well with our goal to elevate the beauty experience for our beloved consumers at Lotte Duty Free.”

Extended coverage – In collaboration with Globuy

As a lead partner of The Moodie Davitt Report, Lancôme’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.

Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers.

Going forward, selected stories from The Moodie Davitt’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.

Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.

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