CHINA. L’Oréal Travel Retail Asia Pacific is showcasing a 19-brand strong portfolio at the upcoming China International Consumer Products Expo (CICPE/Hainan Expo), set for 26-30 July.
The L’Oréal Pavilion promises to offer a seamless, beauty-tech driven experience for visitors. The 625sq m pavilion is divided into six sections, each showcasing a different pillar of L’Oréal Group’s Sense of Purpose. These are: The Future of Beauty, Beauty For Our Planet, Best for Experiential Beauty, Immersive Olfactory Beauty, Diverse Expression of Couture Beauty and Beauty to Come.
“We’re excited to watch how the L’Oréal Pavilion at the CICPE 2022 will bring L’Oréal’s all-encompassing Sense of Purpose, ‘Create The Beauty That Moves The World’ to life,” commented L’Oréal Travel Retail Asia Pacific Managing Director Tao Zhang.
“This year, our standalone exhibition space will span a sprawling 625sq m, much larger than the 500sq m we had in CICPE last year, as a testament to the immense growth we’re witnessing.
“As a Group, we’re extremely proud that the entirety of the L’Oréal Pavilion will be built according to L’Oréal’s golden sustainability standards, optimising weight, certified recycled, reusable, and separable materials. We welcome all our extended L’Oréal family and friends to drop by and immerse yourself in this remarkable creation.”
L’Oréal North Asia Zone President and L’Oréal China CEO Fabrice Megarbane added, “By leveraging the advantages of the Hainan market and Hainan Free Trade Port, CICPE continues to serve as a ground-breaking platform for exhibitors to display their high-quality consumer goods, thus contributing to a more dynamic consumption market in Hainan and China.
“As a leading beauty industry player, L’Oréal is very glad to participate in CICPE for two consecutive years, to continue seizing the immense potential of the Chinese market. And we also want to inject strong momentum into the consumption recovery this time. Moreover, 2022 marks the 25th anniversary of L’Oréal China.”
Megarbane added, “At this moment, we bring our new brands, products, and technologies to showcase our commitment to meeting the diversified demands of Chinese consumers, meanwhile enhancing co-evolution with all stakeholders and local partners to contribute to the high-quality development of the beauty industry in China.”
The Future of Beauty
The Future of Beauty Zone highlights L’Oréal’s latest beauty tech innovations. These include L’Oréal Paris’ Skin Genius skin analysis tool and the brand’s Revitalift Filler Hyaluronic Acid Serum. The Serum will be exclusively available in Hainan travel retail within the China market.
Kiehl’s is debuting its Derma Reader Pro Diagnosis tool for the first time in travel retail. It is also showcasing the Skin Reader Diagnosis QR Code, which launched at CICPE in 2021 and unveil the travel retail-exclusive Mr. Bones Augmented Reality Tool.
Finally, SkinCeuticals is presenting its SkinScope Diagnosis Service.
Beauty For Our Planet
The Beauty For Our Planet Zone shines the light on all of L’Oréal’s sustainability, biodiversity and conservation commitments. Here, Biotherm is showcasing its Live by Blue Beauty pledges for ocean protection alongside its newly-launched Cera Repair Cream.
Meanwhile, La Roche Posay is showcasing its marine-safe Anthelios Sun Care range through an interactive UV camera experience.
Best of Experiential Beauty
L’Oréal is highlighting its premium portfolio through a series of engaging experiential elements. A notable product highlight is the Lancôme Absolue range, which will be exhibited alongside the Lancôme Skin Screen, the brand’s most advanced skin diagnosis tool.
There is a special focus on Helena Rubinstein, which is celebrating its 120th anniversary this year. The brand is also celebrating the 10th anniversary of its hero Bandage line. At the Expo, it is showcasing the RePlasty Night Cream together with personalised skincare consultations and luxury hand massages.
Giorgio Armani is debuting the Crema Nera Supreme Reviving Cream and Reviscentalis Meta Concentrate Serum, while Kérastase is presenting a luxury anti-aging haircare line, together with a microscopic Kérascan diagnosis tool. The tool offers precise scalp analysis with up 600x more accuracy than other tools in the market.
Immersive Olfactory Beauty
Niche and prestige fragrances are the stars of the Immersive Olfactive Beauty Zone. Here, Maison Margiela is revealing its ‘When The Rain Stops’ spring fragrance, while Giorgio Armani is shining the light on its ‘My Way’ and ‘Armani/Privé expressions.
Atelier Cologne is highlighting its Collection Caravelle Bleue haute couture fragrance line, while Viktor & Rolf will debut its Flowerbomb fragrance for the first time at CICPE. Yves Saint Laurent Beauté is unveiling a new line of scents.
Diverse Expression of Couture Beauty
Valentino Beauty is making its CICPE debut at the Couture Beauty Zone.
Yves Saint Laurent Beauté is giving visitors an in-depth look at the famed designer’s revolutionary work and the brand’s commitment to the environment, while Armani Beauty is underlining the synergy between the Giorgio Armani beauty and fashion houses.
Beauty to Come
Notably, L’Oréal is debuting two new brands into Hainan travel retail, Prada fragrances and Tamaki Skincare. Prada is showcasing its fragrances offerings ahead of the brand’s Hainan launch in 2023. Takami will also present its clinical Japanese skincare products ahead of its Hainan launch next year.
Watch the YouTube video above to see highlights from L’Oréal Travel Retail Asia Pacific’s Pavilion at the inaugural CICPE in 2021
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