CHINA. L’Oréal Travel Retail Asia Pacific has launched California-based makeup brand Urban Decay in Hainan.
It is now available at Hainan Tourism Downtown Duty Free Shopping Complex (HTDF) in Sanya and GDF Plaza in Haikou. The two local retailers are supported by Lagardère Travel Retail China and Dufry, respectively.
To celebrate the launch, L’Oréal Travel Retail Asia Pacific hosted a vibrant, sun-soaked launch event which was attended by over 200 top KOLs, makeup artists and fashionistas. It was held at the Sky Bar of 1 Hotel in Sanya.
“The launch of Urban Decay in Hainan, a California-based, trendy, high-pigment makeup brand, is an important milestone for our brand development in Travel Retail Asia Pacific,” commented L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Youssef Benkirane.
“We were very pleased to have over 200 beauty influencers and makeup addicts to express their individuality through our iconic makeup products in such an immersive setting and experience.”
L’Oréal Travel Retail transformed the 800sq m Skybar into various California-themed environments, including a Venice Beach skate park, a palm-lined ocean view bar, a retro drive-in theatre and the famous LA wings backdrop.
Attendees discovered Urban Decay’s best-selling collections including the Naked makeup palette range, Cyber Eyeshadow palettes, All Nighter Setting Spray and Vice Lipsticks.
The spectacular event put a special focus on the brand’s new Naked Cyber Palette which was highlighted through a dynamic, highly immersive VIP experience.
As an added virtual element, guests could create their own augmented reality avatars using Naked Cyber Palette shades and receive professional makeovers in a playful environment which featured striking giant Naked Palettes.
Urban Decay offers highly-pigmented cruelty-free makeup. The brand was launched in California in 1996 and has grown a cult following for its diverse and inclusive ‘pretty different beauty’ brand message.
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