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.
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.
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.
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.”
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.”