CHINA. Lancôme Travel Retail Asia Pacific has partnered with China Duty Free Group to host the ‘House of Absolue’ takeover at the Sanya International Duty Free Shopping Complex in Haitang Bay. It ran throughout November.
The House of Absolue offered an elevated shopping experience which invited shoppers to discover Lancôme’s best-selling premium Absolue range. Located within the atrium of the CDF Mall, the 50sq m pop-up space was designed using the line’s signature Absolue Gold hue and crowned with a striking three-dimensional sphere.
The House of Absolue offered a curated assortment of Lancôme’s Absolue range alongside several travel retail-exclusive products. Through playful retailtainment features and digital tools, it immersed shoppers in the Lancôme brand universe and educated them on science behind the brand’s premium skincare products.
In addition to the pop-up, Lancôme hosted the Absolue Gold Perpetual Rose Garden which commanded attention at the CDF Mall’s outdoor pavilion.
Here, shoppers interacted with an animated hourglass to learn about Lancôme’s rose extraction process and how the new Absolue The Serum can boost skin longevity.
On 24 November, The House of Absolue takeover was celebrated with a lighting ceremony and VIP event attended by Lancôme Brand Ambassadors, Gina Jin and Boogie Wang. Jin is a Chinese actress known for her role in the dramas ‘Wu Xin: The Monster Killer’ and ‘Candle in the Tomb’. Wang is a Chinese rapper, dancer and singer and is a member of the pop boy group BBT.
Extending the campaign’s presence to the digital realm, Jin and Wang livestreamed the entire Lancôme Absolue journey to their fans on social media on 26 November.
The livestream highlighted star products such as the Absolue Soft Cream and Absolue Fluid Foundation with a special focus on the new Absolue The Serum. The two-hour session was also broadcast on China Duty Free Group’s Weibo and WeChat accounts.
To add further digital reach, three beauty KOLs joined the event and shared their own personal Absolue journeys on social media. They also visited the Sanya Rose Valley, a local tourist spot in Hainan, for a House of Absolue-themed photo-shoot.
Lancôme Travel Retail Asia Pacific General Manager Stevie Wong commented, “We are very proud to launch Lancôme’s Absolue Serum in Hainan by bringing such exceptional experience to life with the ‘House of Absolue’ takeover.
“Thanks to our strong partnership with China Duty Free Group, travellers may discover our brand’s premium category through such an interactive and immersive journey. We look forward to continuously excite and surprise our loyal consumers with one-of- a-kind online and offline experience, such as another VIP event in December in Hainan.”
“We are excited to see this mega event and have enjoyed the collaborative process,” added China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising division Grace Wang. “We are confident that we will continue to pioneer in the Duty Free Market by continuing to create immersive and innovative retail experiences with Lancôme Travel Retail Asia Pacific.”
Introducing Lancôme Absolue The Serum
The House of Absolue shines the light on Lancôme’s newest skincare breakthrough, Absolue The Serum.
The serum leverages skin longevity science which corrects aging at a molecular level. The formula has been infused with Absolue Perpetual Rose, which is a special ingredient sustainably-cultivated in the Plateau de Valensole in the South of France.
Millions of Absolue Perpetual Rose have been extracted and concentrated in the new serum. It has also been infused with rosewood extract which reduces oxidative stress.
The serum boasts a powerful formula that accelerates cell renewal to capture visibly younger, re-densified, plumper and more radiant skin.
With the aim of slowing down skin ageing, Lancôme Labs explored the field of Longevity Science and identified AMPK, a molecule known as ‘the longevity switch’ in the scientific community. AMPK can mitigate ageing and is often referred to as the ‘master regulator’ of youthfulness. It also controls three important skin functions: cellular energy, regeneration and defense.
AMPK, which is activated by the Perpetual Rose, accelerates skin regeneration, improves the epidermal skin barrier and increases natural production of antioxidants to protect the skin against free radicals.
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