CHINA. Parfums Christian Dior has once again partnered with China Duty Free Group (CDFG) in a major activation, this time to unveil the exclusive ‘Wake up for love in Dior Fields’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The pop-up, which was launched on 2 October and runs until the end of the month, highlights the refreshed Miss Dior fragrance alongside an exclusive Dior skincare and makeup experience.
The pop-up shines the light on the global relaunch of the Miss Dior Eau de Parfum. Adorned with wildflowers, the pop-up is a bright, colourful addition to the high-profile atrium space of the CDF Mall and invites shoppers to discover the best of Dior Beauty.
The space features a giant Miss Dior fragrance bottle and is topped with an oversized bow, a key design detail of the new Miss Dior Eau de Parfum.
The animation showcases all of Dior’s best-selling lines in fragrance, skincare and makeup through a suite of retailtainment experiences. At the fragrance area, customers are invited to discover the new Miss Dior Eau de Parfum scent and rediscover Miss Dior Blooming Bouquet, which is available in a limited and numbered edition at the store.
Customers can also enjoy personalised skincare consultations and hand massages using Dior Prestige products, with a special focus on the Prestige Micro Huile de Rose Advanced Serum. The anti-ageing serum intensely repairs and visibly rejuvenates the skin and is exclusively available at the CDF Mall pop-up.
From 9-17 October, customers can enjoy Dior Beauty Live Shows, which demonstrates how to achieve two signature Dior makeup looks. In addition, they can experience an in-depth ten-minute skincare diagnosis using the Dior skin scanner. As a final flourish, the experience is concluded with complimentary gifts with purchase and a Miss Dior a flower field game which gives shoppers the chance to win a customisable Miss Dior Notebook among other exclusive gifts.
The pop-up was officially inaugurated on 9 October. The elegant opening ceremony was attended by key executives from Parfums Christian Dior and CDFG. Chinese actress and Dior Friend of House for China Crystal Yuan graced the opening event, which was also livestreamed by Chinese KOL Nikki Min to her ten million social media followers. Min took audiences on a virtual tour of the pop-up, highlighting the different experiences and showcasing Dior’s best-selling lines.
Parfums Christian Dior Travel Retail China Senior Area Director Lynn Chen; Parfums Christian Dior Travel Retail China & Japan Vice President Olivier Salmon; Dior Friend of House for China Crystal Yuan; China Tourism Group Duty Free Corporation Limited Deputy General Manager/CDFG Hainan Operation Center President and CDFG (Sanya) Downtown Duty Free Store Co Secretary of the Party Committee Executive Director Xujiang Gao; and CDFG General Manager of P&C Department Merchandising Division Grace Wang also attended the official ribbon cutting ceremony.
The pop-up underscores the strength of Dior’s long-standing partnership with CDFG, the world’s number one retailer in terms of sales. Dior’s annual takeover of the atrium at the CDF Mall is a consistent showcase of best-in-class retail experience, underlining the brand’s ambition in Hainan duty free.
Commenting on the partnership, Parfums Christian Dior Travel Retail China & Japan Vice President Olivier Salmon said: “Together with China Duty Free Group, we are proud to come back for our annual rendezvous in Haitang Bay, with our Dior pop-up featuring the latest worldwide relaunch of Miss Dior Eau de Parfum.
“In these pandemic times, we are excited to be able to bring some happiness and love, to re-enchant Haitang Bay customers. From the outstanding design of the pop-up to exciting customer interactions and the complete Dior beauty experience, we are presenting a pop-up blooming with flowers which will mesmerise Haitang Bay customers.”
CDFG General Manager of P&C Department Merchandising Division Grace Wang added, “We are thrilled to welcome the new Dior pop-up to the Sanya International Duty Free Shopping Complex. This stands as a testament to the great partnership and collaboration between Dior and China Duty Free Group. Dior once again brings an exceptional brand experience to our clients by combining storytelling, beauty experience and delivering incredible excellence.”
Introducing the new Miss Dior Eau de Parfum
Created in 1947, Miss Dior was born out of a desire to re-enchant the lives of women during the post-war era. The refreshed edp is a luminous floral fragrance created by Dior in-house Perfumer François Demachy.
The fragrance offers extraordinary Centifola Grasse Rose heart notes, balanced with Lily-of-the-Valley, apricot-tinged Peony Accord, Iris and woody base notes. The fragrance was developed as an olfactive mimic of a ‘millefiori’, which is a glasswork technique with distinctive decorative floral patterns.
The fragrance bottle features a new, hand-crafted couture bow, tied around the bottle neck. The jacquard ribbon is made with over 396 threads and has 12,000 stitches at every centimetre. The fabric features a myriad of pastel flowers in a pointillist style, while the flacon features a delicate houndstooth motif engraved in the glass.
The relaunched fragrance is supported by a new campaign film starring Dior global brand ambassador Natalie Portman and directed by renowned film-maker Manu Cossu. The film opens on a vast field of grass where Natalie Portman wakes up among flowers and expresses the freedom, happiness and beauty and of the new scent.
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.