CHINA. Lancôme Travel Retail Asia Pacific has partnered with Hainan Development Holdings-owned GDF Plaza to launch a major Idôle fragrance takeover in Hainan. The campaign was launched to coincide with the Qixi Festival, or Chinese Valentine’s Day, on 4 August.
Lancôme unveiled spectacular 3D projections throughout the streets of Haikou to celebrate the feminine fragrance. The striking animations invited travellers to follow Idôle footsteps towards Haikou’s most popular tourist attractions, eventually leading them to a Valentine’s Day-themed Idôle activation on Haikou Holiday Beach. The takeover ran from 8-30 July.
Lancôme Travel Retail Asia Pacific also launched a dynamic animation at GDF Plaza which featured several interactive touchpoints. The animation was inspired by the musk chypre floral notes of the fragrance. It featured L’Oréal’s latest beauty tech innovations including a giant Idôle bottle, contactless fragrance discovery and digitally-driven design elements. It was also supported by high-profile digital advertisements and ooh media.
Lancôme extended the campaign’s reach to the digital realm by launching its first-ever Douyin Challenge. Users were asked to transform themselves into their idols using the Lancôme Douyin AR Filter. The challenge engaged with 38,000 participants and generated over 72 million impressions on Douyin.
“On the special occasion of Chinese Valentine’s Day, we are more than happy to share the crucial message of love, encouragement, tenacity, and togetherness, through an exceptional O+O Lancôme takeover in Hainan,” commented Lancôme Travel Retail Asia Pacific General Manager Stevie Wong.
“Thanks to our strong partnership with GDF Plaza, the innovative digital activation and unique customisation elevated the traditional product journey to a thorough consumer immersion that continuously fuels Hainan travellers’ excitement.”
Hainan Trading Co. President of Global Consumer Boutique (Hainan) Lim Guek Boon (Casey Lim) added, “GDF Plaza is thrilled to once again collaborate with Lancôme Travel Retail Asia Pacific for another remarkable experience especially at the critical moment to ignite excitement of Hainan travellers again.”
The campaign follows Idôle’s ‘I can, We will’ mantra and aims to empower women to embrace their confidence and femininity.
Idôle is a floral chypre fragrance designed by three pioneering female perfumers from three different continents. Shyamala Maisondieu, Adriana Medina, and Nadège Le Garlantezec have created a scent that celebrates Lancôme’s vision of ‘contemporary femininity’ and was designed to appeal to a new generation of Lancôme women.
Idôle was made with heart notes of sustainably-sourced Isparta rose petal essence and centifolia rose, top notes of Indian jasmine grandiflorum, and grounded with traces of patchouli and white musks. American actress Zendaya is the face of Idôle.
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