Antioxidant Authority: SkinCeuticals celebrated the return of The Antoxidant Lab pop-up to the CDF Mall in Haitang Bay

Striking out-of-home media drove brand awareness and traffic for SkinCeuticals during the animation period

CHINA. L’Oréal Travel Retail Asia Pacific has once again teamed up with China Duty Free Group (CDFG) to host the Antioxidant Lab animation at the Sanya International Duty Free Shopping Complex [CDF Mall] in Haitang Bay. It ran throughout July.

The laboratory-themed pop-up showcased the premium medi-cosmetic brand’s three signature serums: CE Ferulic, Phloretin CF and Silymarin CF. It underlined SkinCeutical’s mission to provide effective, science-backed advanced skincare products to travellers in Hainan.

Blending SkinCeuticals’ dermatological expertise with a range of engaging online and offline experiences, the pop-up entertained and educated travellers about the science-backed efficacy of the three hero serums.

Inside, a giant LED tunnel changed colours to highlight the different antioxidant serums and how they addressed three different skin needs. Amber symbolised CE Ferulic which banishes fine lines and wrinkles, blue represented Phloretin CF which tackles hyperpigmentation, while green represented Silymarin CF which is ideal for oily and blemish-prone skin.

A digital arch changed colours to represent each of the three serums featured (above); and the SkinScope diagnosis tool used two different light settings to reveal both visible and underlying skin issues (below)

Visitors received personalised skincare consultations using SkinScope, SkinCeuticals’ beauty tech-driven skin diagnosis tool. The tool identified guests’ skin conditions under two light modes – simulated daytime which highlighted visible skin concerns and LED-UV light which revealed underlying damage.

After the diagnosis, they received suggested skincare solutions from SkinCeuticals following the brand’s ‘Prevent, Correct and Protect’ philosophy.

By scanning QR codes or interacting with augmented reality-powered display tables, shoppers were able to unlock information about the ingredients, science and clinical research behind each product. At the tables, a giant magnifier tool allowed them to search for products by skin needs and learn more about the formulas of each serum.

Shoppers scanned a QR code to receive SkinCeutical samples at the vending machine

A vending machine completed the journey, giving shoppers free samples to trial different SkinCeuticals products at home. The animation was supported by large-scale out-of-home media throughout the CDF Mall.

“Built on the pioneering research of Dr. Pinnell, SkinCeuticals has led the way in medical skincare and antioxidant research for over 30 years,” commented L’Oréal Travel Retail Asia Pacific General Manager of Active Cosmetics and Professional Products Divisions Fran Law. “The Antioxidant Lab reinforces SkinCeuticals’ expertise in delivering science-backed skincare that prevents, corrects and protects the skin.

Beauty tech-powered: Visitors scanned QR codes to unlock information about different SkinCeuticals products (above); and an augmented reality table and magnifier allowed shoppers to find products based on different skin needs (below)

“With our mission to improve skin health, the Antioxidant Lab is an excellent opportunity to interact with travellers and educate a new breed of customers with sophisticated skincare solutions, professional service and edutainment to help them understand our brand’s medical science.”

China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang said: “We are honoured to be working with L’Oréal Travel Retail Asia Pacific once again on this interactive SkinCeuticals installation at Haitang Bay. This HPP allows consumers to dive deep into the philosophy of the brand through an engaging experience that offers both tactile and digital touchpoints.”

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Footnote (1): 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.

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The Moodie Davitt Report last week launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story is dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition will be published in October.

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