SINGAPORE. L’Oréal-owned beauty brand Lancôme kicked off what it hopes will be a prosperous 2020 with its worldwide exclusive Changi 1st Lunar New Year campaign.
Inspired by the traditional red lantern, the engaging pop-up is designed especially for Changi Airport and is located in Terminal 3. The activation, which was unveiled to the public on 13 January, was officially opened with a festive launch event event on 21 January and will run until 15 February.
“The Lunar New Year is an important tradition for Chinese travellers, and this year’s campaign highlights a ten-year renovation for Advanced Génifique” – Lancôme Travel Retail Asia Pacific General Manager Tao Zhang
Lancôme Travel Retail Asia Pacific General Manager Tao Zhang said, “We are very excited to be launching this global exclusive Lunar New Year pop-up in partnership with Singapore Changi Airport.”
“The Lunar New Year is an important tradition for Chinese travellers, and this year’s campaign highlights a ten-year renovation for [super-premium skincare brand] Génifique. We hope all shoppers and their families will enjoy an abundance of good luck, and start the year with younger-looking skin.”
Inside the beautiful red-hued lantern, the pop-up features three Lancôme star products – Advanced Génifique Youth Activating Concentrate in the Lunar New Year limited-edition packaging, the L’Absolu Rouge Lipstick range and the La Vie Est Belle Flowers of Happiness.
To celebrate the first Lancôme Wishing Lantern Pop-up concept, the brand also launched its new Lancôme Absolue Cushion Foundation, which had its worldwide travel retail premier at Changi Airport. A complimentary personalisation service was also available for shoppers to customise their Lancôme Absolue Cushions with an engraving of iconic Singapore landmarks.
“This pop-up has been specially tailored for our shoppers and it aligns well with our focus on building great experiences for our shoppers beyond traditional retail.” – The Shilla Duty Free Travel Retail Managing Director Jeff Lee
The pop-up offers an experiential journey that immerses travellers in the festive lunar new year spirit with interactive elements that amplify joy and good fortune for the new year ahead.
At the event, travellers enjoyed delectable desserts while viewing live make-up demonstrations by Lancôme’s in-house makeup artist. Travelling shoppers could also participate in an augmented reality lantern-catching game on their mobile phones in order to win a prize.
A striking blow-up digital silhouette of Lancôme’s Advanced Génifique Youth Activating Concentrate allowed travellers to send their Lunar New Year greetings to friends and family.
The experience was also elevated through Artificial Intelligence where shoppers virtually tried on different lipstick shades using the augmented reality ‘Magic Mirror’.
A personalisation station was available for those who wished to decorate and take home their very own fortune red lantern. Upon completion of all activities, travellers can also stand to win a gift for their participation.
Spreading the festivities beyond the pop-up, the surrounding giant digital screens within the pop-up also showcase a cinematic TV commercial featuring the three brand ambassadors, Lily Collins, Amanda Seyfried and Kris Wu.
In addition to this, Lancôme Travel Retail Asia Pacific has transformed the crystal garden area in front of the pop-up with beds of red roses to further elevate the spirit of Lunar New year.
Speaking at the event, Shilla Travel Retail Managing Director Jeff Lee said, “We are happy to collaborate with our longstanding brand partner, Lancôme, as well as Singapore Changi Airport for this Chinese New Year activation.”
“This pop-up has been specially tailored for our shoppers and it aligns well with our focus on building great experiences for our shoppers beyond traditional retail,” he added.
Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon said, “Changi Airport Group is delighted to usher in the Year of the Rat with Lancôme’s Wishing Lantern Pop-up, the first of its kind in the world.”
“Besides the exciting activities available on site, travellers can soak in the festive spirit against the backdrop of the stunning Crystal Garden at Terminal 3, which has been transformed with vibrant splashes of auspicious red,” she added.
