CHINA. Estée Lauder has partnered with China Duty Free Group (CDFG) to introduce a larger-than-life gifting pop-up in the CDF Mall in Haitang Bay until 30 December. The Estée Lauder Holiday Exhibition is a towering display of the brand’s best-selling skincare and makeup products; and features three travel retail-exclusive gift sets.
This is the second year in a row that Estée Lauder has partnered with CDFG to launch a holiday exhibition. The official opening, which was held on 14 December, was attended by Estée Lauder Global Spokesmodel Yang Mi, as well as representatives from both The Estée Lauder Companies and CDFG. The Moodie Davitt Report was the exclusive trade media in attendance.
“Expect great offers, shopping rewards and the opportunity to see Miss Yang Mi on stage. For fans of [the] Sanya International Duty Free Shopping Complex, it will be a Christmas to remember.” – China Duty Free Group Vice President of Central Merchandising Division Terry Chua
The towering installation was inspired by the work of renowned fashion illustrator Megan Hess, whose illustrations are featured on the brand’s travel retail-exclusive Advanced Night Repair gift set.
This collection is one of three limited-edition travel retail-exclusive gift sets that will be available until the end of February. The other sets are the Re-Nutriv Ultimate Lift Regenerating Youth Travel Collection, and the Pure Color Envy Sculpting Lipstick Trio, which includes the Rebellious Rose, Slow Burn, and Persuasive lipstick shades.
The same stylish illustrations feature prominently in the design of the pop-up store and on an exclusive animated film featured on the pop-up’s digital displays. The animated film – combined with a light show – will be played three times a day until 25 December.
The striking holiday installation takes centre stage of the main atrium in the CDF mall in Haitang Bay, Sanya. It offers a bold red and gold colour scheme and plenty of festive details. Large LED displays featuring Estée Lauder’s latest holiday video campaign, starring Yang Mi, are projected on the outside of the pop-up.
A Christmas Tree is the main focal point inside the pop-up and a golden swing serves as the perfect photo opportunity. Guests can also play the ‘spin to win’ wheel, which gives them the opportunity to win a variety of gifts with purchase.
Megan Hess’s illustrations are also prominently featured in Estée Lauder’s visual takeover of the CDF Mall, which includes large-scale posters on both main entrances, escalator wrappings, and smaller holiday outposts dotted across different levels and areas of the mall.
The ‘game on’ outpost, located on the second floor of the fashion zone at the CDF Mall, features an interactive digital memory game. This gives customers the opportunity to win exclusive prizes if they are able to correctly match Megan Hess’s illustrations.
To accompany the pop-up, the Estée Lauder boutique in the CDF mall also got a holiday makeover. Inside the flagship store, guests can discover the complete range of Estée Lauder’s skincare, beauty, and fragrance lines. They can also try the products for themselves, and receive a personal Estée Lauder makeup look, courtesy of Estée Lauder’s professional makeup artists.
For Estée Lauder Senior Vice President Travel Retail Worldwide Raffaella Cornaggia, the stellar animation creates an unforgettable duty free shopping experience for seasonal travellers in Sanya.
She said: “We are thrilled to return this year and partner with CDFG to bring an enhanced festive retail experience to shoppers here in Haitang Bay. As a brand, we challenged ourselves to give our ever-growing consumer base an unforgettable holiday experience and a more engaging way to discover our product offerings. We are grateful for the continued support of Yang Mi and our partners at CDFG.”
According to China Duty Free Group Vice President of Central Merchandising Division Terry Chua, the Holiday Exhibition further strengthened the group’s partnership with Estée Lauder. He said: “Together with the Estée Lauder Companies, we are pleased to bring to our loyal customers an unforgettable shopping experience complete with the best and latest innovations from Estée Lauder.”
He continued by saying that the installation would create “a Christmas to remember” in the CDF Mall. “Expect great offers, shopping rewards and the opportunity to see Miss Yang Mi on stage. For fans of [the] Sanya International Duty Free Shopping Complex, it will be a Christmas to remember,” he added.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Estée Lauder’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
