CHINA. SkinCeuticals Travel Retail Asia Pacific has partnered with China Duty Free Group to host its first-ever tech-driven activation alongside a VIP KOL session in Hainan.
The activation featured a fully integrated online and offline experience, with a giant CE Ferulic bottle as its centrepiece. It was held at the main outdoor area of the Sanya International Duty Free Shopping Complex and ran throughout June. The CE Ferulic Triple Antioxidant Treatment is SkinCeuticals’ best-selling product.
The SkinCeuticals Exhibition offered a suite of digitally-driven features, offering travellers an engaging and educational shopping experience.
Every touchpoint was accessible via a QR Code, enabling customers to discover the story of SkinCeuticals’ history and antioxidant skincare products on their mobile phones.
Also featured in the activation was the Antioxidant Skin Wish Pond, where shoppers digitally input their skin wishes on the giant CE Ferulic bottle, took photos and shared them on social media. Beauty advisors were on hand to analyse visitors’ skin conditions and offer bespoke skincare recommendations aimed at helping them achieve their skin wishes.
A photo printout booth was also available at the indoor SkinCeuticals counter at the CDF Mall, where visitors could claim a Phyto Corrective Serum sample.
On 4 June, SkinCeuticals hosted six local KOLs at the nearby Sanya EDITION Hotel for a luxurious and educational ‘Antioxidant VIP’ session.
The KOLs were welcomed with a SkinCeuticals signature antioxidant berry cocktail, before receiving a SkinScope diagnosis. The beauty-tech tool assessed each KOL’s skin through a simulated daylight mode that analysed visible skin concerns, and a LED-UV light mode that pinpointed underlying skin damage.
The VIP journey concluded with an intimate Q&A session hosted by SkinCeuticals experts, with the experience shared on each KOL’s social media channels.
SkinCeuticals Travel Retail Asia Pacific General Manager Fion Ng said: “We are extremely pleased to collaborate with China Duty Free Group to debut our first-ever tech-exhibition and VIP influencer session in Hainan.”
She added: “SkinCeuticals is born from decades of skin cancer research that led to pivotal breakthroughs in antioxidants; today, we are very excited to share and educate travellers with our brand history and the efficacy of antioxidant products in such a seamless, engaging and innovative way.”
China Duty Free Group General Manager Perfume and Cosmetics Department Central Merchandising Division Grace Wang said: “We’re honoured to be working with SkinCeuticals in its debut HPP — a medical expert in scientific skincare with a premium point of view which we are excited to share with our consumers.
“The HPP will bring a new way to express the brand within the mall and presents a new way of educational retailtainment across multiple touchpoints — all of which we’re sure our clients will thoroughly enjoy.”
Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Sinead@MoodieDavittReport.com to subscribe.