SOUTH KOREA. Spectacular video and photpgraphic coverage has emerged of a unique Lunar New Year celebration conducted earlier this month by Lancôme Travel Retail Asia Pacific and Lotte Duty Free.
As first revealed by The Moodie Davitt Report, the partners welcomed the Lunar Year of the White Mouse or Gyeongjanyeon (‘Gyeong’ meaning white, and ‘ja’ meaning mouse) with a dazzling drone light show at the Lotte World Tower in Seoul.
The spectacular activation, the first of its kind in travel retail, lit up the South Korean capital’s skyline on 22 January.
The performance marked the beginning of Lancôme’s Lunar New Year activations and kickstarted Lotte Duty Free’s 40th anniversary celebrations.
“This marks an unforgettable 40th anniversary for us and we shall continue to bring new initiatives into the market” – Lotte Duty Free CEO Kap Lee
The 300-drone light show featured a sensational choreographed sequence that created various festive icons in the sky. These included a magical wishing lantern, a white mouse symbol, a golden 2020, and finally a red Lancôme logo.
The star-studded opening ceremony was attended by VIPS from Lancôme Travel Retail Asia Pacific and Lotte Duty Free, as well as South Korean celebrities and guests, including Lancôme South Korean Brand Ambassador, famed Korean actress and singer Bae Su-ji (Suzy).
Lotte Duty Free CEO Kap Lee, Lotte Corporation Vice Chairman Kag-Gyu Hwang, L’Oréal Travel Retail Asia Pacific Business Director Iris Lam, and Lancôme Travel Retail Asia Pacific General Manager Tao Zhang also attended the opening ceremony.
Other South Korean celebrity attendees included actress So-Yeon Kim, singer Henry Lau, actor Young-Kwang Kim, actress and singer Song-Hee Ahn, and snger Min-Hyun Hwang.
For Lotte Duty Free CEO Kap Lee, the animation marked an unforgettable start to the retailer’s 40th anniversary celebrations. He said: “We wish all shoppers and travellers visiting Lotte Duty Free a happy and prosperous Chinese New Year. It is a pleasure to collaborate with Lancôme in creating this special moment with the first-ever drone show in travel retail worldwide to send wishes and engage with all our shoppers.”
Lee added, “This marks an unforgettable 40th anniversary for us and we shall continue to bring new initiatives into the market.”
As reported, Lotte Duty Free plans a year-long celebration of its 40th anniversary landmark. To honour the occasion it will unveil a flurry of exclusive products and brand promotions throughout 2020.
In addition to the light show, Lancôme and Lotte Duty Free also launched a vibrant Lunar New Year pop-up in Lotte World Tower’s main atrium.
The festive pop-up invites shoppers to discover the world of Lancôme through a series of interactive elements. It also highlights the limited-edition Lunar New Year packaging of Lancôme’s Advanced Génifique Youth Activating Concentrate.
The journey begins at the ‘Magic Mirror’, where customers can virtually try on different Lancôme makeup looks; and continues at the ‘Lantern Wishes Panels’, where they can send their Lunar New year blessings to their friends and family.
According to Tao Zhang, the animation offers an excellent opportunity to give traditional Lunar New Year festivities a contemporary Lancôme twist. She said, “We are very excited to be celebrating the Chinese New Year in partnership with Lotte Duty Free, and to deliver a traditional festival greeting in a modern and digital way.”
“In this special occasion, we hope that all our shoppers will receive our very best wishes through the series of activations, and reaffirm our brand leadership in the market,” she added.
