CHINA. L’Oréal Travel Retail Asia Pacific joined forces with China Duty Free Group (CDFG) for the exclusive launch of the L’Oréal Paris Revitalift Filler HA Serum in Hainan.
The pop-up featured multiple phygital and retailtainment touchpoints. It ran throughout July at Sanya International Duty Free Shopping Complex in Haitang Bay.
A life-sized L’Oréal Revitalift HA Serum installation greeted visitors at the entrance of the space. Inside, visitors embarked on an educational journey and learned about the ingredients, formulation, and efficacy of the Revitalift Filler Franchise.
It also showcased L’Oréal Paris’s latest skincare innovations at the Product Discovery Zone, which was marked by four futuristic pillars.
L’Oréal Paris Travel Retail Asia Pacific General Manager Arnaud Darde commented: “We are very pleased to collaborate with China Duty Free Group and create such an impactful campaign that embodies both science and innovation.
“This Revitalift Filler pop-up is a perfect example of a complete online-to-offline journey that brought our number one Serum from Europe to our Chinese travellers in Hainan.”
Dedicated brand ambassadors guided consumers throughout their visit. The experience included an intuitive online skin consultation powered by Skin Genius, L’Oréal Paris’s artificial intelligence-powered skin diagnostics tool.
At the pop-up, visitors were given bespoke skincare recommendations using the brand’s best-selling product ranges. These included the Revitalift Filler HA Filler, Youth Code and Revitalift Classic lines.
Consumers could then immediately purchase the products via the brand’s first ever Shop & Go Touchpoint and redeem additional gifts.
Visitors stayed hydrated by redeeming a complimentary lemonade drink in a reusable and customisable L’Oréal Paris-branded bottle.
Elsewhere, a moving conveyor belt exhibited the brand’s signature products and served as the ideal photo opportunity for shoppers.
To offer an integrated O2O consumer experience, L’Oréal Paris will broadcast a livestream of the animation exclusively on CDFG’s Weibo channel on 21 September.
During the brand’s first-ever talk show livestream, top Chinese KOLs Ryan毛小星 and 明仔和二毛子, will share their beauty tips and favourite L’Oréal Paris products.
Dermatologist 交大硕士Diana will also educate viewers on various skincare topics and highlight the efficacy and the science behind L’Oréal Paris’s products.
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
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Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
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