CHINA. The Estée Lauder Companies (ELC) has partnered with China Duty Free Group (CDFG) to host a pop-up under the ‘Gifts of Love’ theme at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The multi-brand animation showcases ELC’s Estée Lauder, La Mer, Jo Malone London and Tom Ford brands. It runs from 1-29 May with a special focus on 20 May or ‘520’ which is known as Cyber Valentine’s Day in China.
The animation is shaped like a heart and heart motifs decorate the entrance. Each brand is showcased in a dedicated section that highlights their gifting appeal. A photo booth is a standout feature of the animation, enabling guests to capture memorable selfies while choosing their 520 gifts.
Flagship brand Estée Lauder’s section features a large display of golden flowers, which pay homage to the luxurious colour palette of the Re-Nutriv skincare collection. The Ultimate Diamond Transformative Brilliance Serum and Eye Serum are two product highlights in this zone.
La Mer’s area features the brand’s green colour palette while incorporating red accents for 520 Day. A giant Moisturizing Soft Crème Jar sits at the centre of space, where travellers can engrave their purchases.
The Tom Ford section features a vibrant red and black colour scheme, drawing attention to its Cherry Collection, The Electric Cherry and Cherry Smoke fragrances.
Jo Malone London’s area features a blooming display of pink roses which underscore the rose elements of featured fragrances, Rose Water & Vanilla and Rose Bush Cologne.
Chinese celebrity couple and KOLs Darren Wang and Joey Chua hosted a livestream as ‘Love Buyer Representatives’ to celebrate the launch of the campaign with their fans. The couple went on a store visit followed by an island date with star products from ELC.
ELC’s 520 campaign elevates the social media presence of the featured brands while also spreading positivity about love ahead of 520.
The campaign deepens the partnership between ELC and CDFG, following their collaboration during the third Hainan Expo in April. ELC noted that this investment highlights its commitment to the Hainan market by providing Chinese travellers with a diverse portfolio of brands and elevated shopping experiences. ✈
