CHINA. Popular social media platform TripurX Tech continues to go from strength to strength, following two new collaborations.
It recently showcased a travel retail-exclusive release from Shiseido-owned makeup brand Nars and launched a digital campaign to support L’Oréal-owned fragrance house Maison Margiela’s omnichannel partnership with the Sanya EDITION Hotel and CDFG (we will bring you more on that campaign in a separate report in coming days).
TripurX Tech has partnered with Nars for the launch of its travel retail-exclusive ‘On The Glow’ line. The collection comprises the Afterglow face palette, Afterglow cheek palette, three Audacious lipstick shades and a face set.
The Nars On The Glow range was promoted on CDF-Sunrise Shanghai’s dedicated e-shop and on TripurX’s WeChat mini-programme homepage.
As reported, CDF-Sunrise Shanghai accelerated its digital and e-commerce offer earlier this year and launched its first-ever livestream at Shanghai Pudong Airport’s Satellite Terminal on 26 July.
It opened its e-shop on TripurX as part of an extensive marketing partnership between TripurX and CDFG.
L’Oréal Group also launched Maison Margiela’s ‘Replica’ fragrance line on CDFG’s ecommerce platform, as part of a ground-breaking collaboration with The Sanya EDITION Hotel in Hainan.
TripurX has been tapped to help maximise the online promotion of the spectacular campaign in China. The company created bespoke branded content on WeChat and Red to highlight the ‘Replica’ fragrance line. The campaign focuses on two key Replica scents, Lazy Sunday Morning and Jazz Club.
TripurX also launched a digital pop-up and leveraged the data gathered through its WeChat mini programme to create a highly-targeted media advertising campaign. It targeted customers with strong interests in niche perfumes and who have plans to travel to Hainan.
The strategic digital campaign leads TripurX’s huge digital audience — which is over 10 million users strong — to Maison Margiela e-store, CDFG’s ecommerce platform and the brand’s real-life pop-up store at the Sanya EDITION Hotel.
