CHINA. L’Oréal Travel Retail Asia Pacific has partnered with Hainan Tourism Investment Duty Free Co (HTDF) and Lagardère Travel Retail China to host a digitally-driven multi-brand ‘Summer Beauty Duty Free Party’ at the Hainan Tourism Duty Free Shopping Complex (海旅免税城) in downtown Sanya, Hainan.
As reported, HTDF opened the 95,000sq m store last December with support from Lagardère Travel Retail. In August, the retailer added a wide array of fashion and high-end brand stores and 59 brands to its cosmetics and fragrance zone.
The latest activation ran throughout August and featured a bold takeover of the giant 842sq m LED screen at the shopping complex. This displayed a series of hyper-realistic 3D visuals from Kiehl’s, Biotherm and Helena Rubinstein. The striking visuals invited travellers to visit the Summer Beauty Duty Free Party pop-up space on Level 4.
The animation space showcased several augmented reality-powered beauty tech innovations and services. It also featured a suite of retailtainment elements to immerse shoppers in the worlds of Kiehl’s, Biotherm and Helena Rubinstein.
At the Kiehl’s Zone, customers experienced the Kiehl’s Skin Diagnosis reader which performed quick skin analyses and offered personalise skincare recommendations.
Meanwhile, Biotherm highlighted its ocean protection initiatives through a virtual ocean protection game. As reported, Biotherm pledged to donate RMB100,000 (US$15,600) to the One Planet Foundation to combat plastic pollution in Hainan.
It also recently partnered with acclaimed multi-media artist Coco Capitán to release a special tote bag to raise awareness about ocean conservation.
The Helena Rubinstein area featured an interactive screen that addressed visitors’ specific skincare concerns alongside an embedded gift redemption machine.
The L’Oréal Travel Retail Asia Pacific Summer Beauty Duty Free party experience also extended to the virtual realm by offering fully integrated O2O shopping experience. Customers could seamlessly purchase products from all three brands through the scan of a QR code and collect their purchases at the airport.
In addition, the activation was supported with a digital campaign. Throughout August, customers could shop hero products from Kiehl’s, Biotherm and Helena Rubinstein on the HTDF-exclusive ‘Perfect Shopping List Builder’ and on Lagardère Travel Retail China’s WeChat Mini Programme.
“We are extremely pleased to collaborate with HTDF and Lagardère Travel Retail China to unveil a multi-brand pop-up on a scale that has never been seen before,” commented L’Oréal Travel Retail Asia Pacific Skincare Business Unit General Manager Fion Ng.
“This digitally driven concept casts a spotlight on our iconic skincare brands, Kiehl’s, Biotherm and Helena Rubinstein. We are extremely pleased with the reception and we hope to continue to reshape our relationship with Hainan travellers through beauty, dynamic innovation and technologies.”
Note: 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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