L’Oréal Paris has generated over 120 million interactions on Chinese social media since launching a striking pop-up at China Duty Free Group’s (CDFG) Haitang Bay Sanya International Duty Free Shopping Complex.

At the centre of the installation is a five metre-high, L’Oréal Paris-branded replica of the Eiffel Tower.

A towering achievement: Parisian and Chinese cultures combine at the L’Oréal Paris beauty pop-up at Haitang Bay.

The beauty giant leveraged the social media influence of Chinese popstar Cai Xukun (Kun), who was special guest at the launch on 4 January. The installation is in place throughout this month.

The event drew a large crowd, who watched Cai Xukun, along with L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler, engrave a special-edition lipstick.

The message “Kun loves L’Oréal Paris” was applied to the brand’s bestselling Color Riche Moist Matte lipstick . The singer also signed L’Oréal Paris gift boxes for fans. 

Star power: A huge crowd came to glimpse Chinese popstar Cai Xukun.

L’Oréal said the pop-up has an East-meets-West theme, fusing “made-in-Paris chic” with the colour red, a Chinese symbol of prosperity.

A special-edition lipstick to mark the event was engraved with a message from Cai Xukun.

The pop-up targets holiday travellers, inviting them to discover the L’Oréal Paris “accessible luxury” beauty collections for men and women.

Cai Xukun said: “To be able to surprise Chinese travellers by bringing an Eiffel Tower to Haitang Bay is definitely a first for me.

“L’Oréal Paris is my first choice of beauty brand, and I’m happy to share the brand story with my fans in such a vivid and striking way.”

Signed L’Oréal Paris gift boxes were another exclusive available to Cai Xukun’s fans at the launch.

Cai Xukun poses with L’Oréal Travel Retail’s Olivier Tessler in front of the activation’s striking Eiffel Tower.

L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler said: “I am enthusiastic about sharing an extraordinary Parisian experience with Chinese travellers in Haitang Bay.

“Together with Cai Xukun and CDFG, we are delighted to invite everyone to a celebration of every element of our brand’s DNA – Paris, beauty, creativity, fashion and diversity. Our goal is to lead the way in making beauty trends for all.”

Left to right: CDFG Sanya Downtown Duty Free Store Deputy General Manager Xie Zhi Yong; L’Oréal Paris Travel Retail Asia Pacific Marketing Manager Mandy Chen; Chinese singer and KOL Cai Xukun; L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler; CDFG Sanya Downtown Duty Free Store Deputy General Manager Su Yi.