CHINA. Lancôme Travel Retail Asia Pacific and China Duty Free Group (CDFG) have partnered this month in an ambitious omni experience that invites travellers on an ‘Aurora Light Journey’ in Hainan.
The activation centres on the newly launched Clarifique Dual Essence. The immersive experience begins at a pop-up in the CDF Mall in Haitang Bay, Sanya and continuing its phygital takeover at Haikou’s Mova Downtown Shopping Mall and Haikou Meilan International Airport.
The campaign, designed to reach every touchpoint during a traveller’s beauty journey, started on 17 November and runs until the 29th on major online and offline channels across Hainan.
35 million views through livestreaming
The Sanya Haitang Bay Duty Free Mall pop-up invites travellers into a three-dimensional Clarifique universe. A 360° rotunda LED screen that wraps to the top of the pop-up depicts the story of Dual Essence behind science and its rare ingredients. The centrepiece is a giant Clarifique Dual Essence LED bottle, which brings offers a personalised and connected experience through a name engraving service and social sharing technology.
On 14 November, brand ambassadress Sdanny Lee and renowned actress Mao Xiaotong, made a special appearance at the pop-up to reveal their Lancôme favourites and beauty secrets, with the journey livestreamed on CDFG’s online platform Yizhibo.
The Lancôme ‘Aurora Light Journey’ continued with pop-up spaces at Haikou Meilan International Airport and Mova Downtown Shopping Mall in downtown Haikou. These were accompanied by influencer livestreaming sessions on Yizhibo. The three-day livestream sessions, hosted by celebrities and beauty bloggers, were a huge success, according to Lancôme Travel Retail Asia Pacific, with over 35 million total views.
To seamlessly connect a traveller’s online and offline beauty journey, QR codes are embedded onto key digital Lancôme panels at both the Haitang Bay and Haikou Meilan activations. These lead users directly to Lancôme Travel Retail’s official website.
The campaign also runs on major online travel platforms, such as MaFengWo, TongCheng and Qyer, as well as a dedicated campaign page on the China Duty Free Group website.
A new reimagined retail experience
“Lancôme Travel Retail Asia Pacific is proud to partner with China Duty Free Group for a remarkable full Lancôme takeover in Hainan throughout November,” said Lancôme Travel Retail Asia Pacific General Manager Stevie Wong. “This seamless omni experience marks an important milestone as we shape the future of a traveller’s beauty journey through new digital innovations and encompassing a 360° O+O shopping experience.”
“We are excited to have Lancôme Travel Retail Asia Pacific present the new Lancôme Clarifique Dual Essence in partnership with China Duty Free Group,” said China Duty Free Group Vice President of Central Merchandising Division Terry Chua.
“In times like these, we will continue to show our support for Lancôme, and encourage a new reimagined retail experience for our consumers.”
In celebration of the partnership with China Duty Free Group, two exclusive value sets have been introduced to Haitang Bay and Haikou respectively.
The Haitang Bay exclusive set includes the new Clarifique Dual Essence, the Génifique duo and trial-sized gifts. The Haikou value set includes two Génifique duos with a gift.
The Power of Enzyme Science  The Lancôme Clarifique Dual Essence offers a multi-dimensional approach to improving skin texture and tone. Its enzyme science-enhanced formula was developed specifically for Asian skin. Enzymes are biological accelerators that can provide alternative pathways to speed up biochemical reactions in the skin. The Clarifique Dual Essence was made with a rare vegetal pearl — the organic French Beech bud — which stimulates in vitro skin cell metabolism. Its dual-essence formula is made with 3% lipidic enriched essence with grapeseed oil that nourishes and protects the skin and 97% clear essence infused with French beech bud extract.
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Hainan Island: Travel retail’s global hotspot The Moodie Davitt Report will publish a Hainan Island Special Report with the China edition of The Magazine in February 2021. Written by Martin Moodie and Dermot Davitt, it will explore how the offshore duty free business in China has become critical to the world’s leading brands across many categories.
The report will feature:
Contact Irene@MoodieDavittReport.com to partner with The Moodie Davitt Report for this special edition. |
