CHINA. Yves Saint Laurent (YSL) Beauté Travel Retail has partnered with China Duty Free Group (CDFG) to debut the Or Rouge premium skincare range in the Hainan travel retail market.
The partners launched a bright red skincare activation at the Sanya International Duty Free Shopping Complex (cdf Mall) centred on the line’s hero Crème Essentielle product. It ran from 2-29 March.
Crème Essentielle, the animation’s key focus, is a next-generation anti-aging cream. It is formulated with rare saffron pistil extract sourced from the High Atlas Mountains of Morocco.
The cream features a highly sensorial texture and offers transformative skin rejuvenating benefits. Or Rouge takes inspiration from brand Founder Yves Saint Laurent’s love for the colour red and features a bright red visual identity that references the colour of the rare saffron pistil, its key ingredient.
The immersive pop-up took centre-stage at the main atrium of the cdf Mall. The pop-up invited shoppers to discover the science behind the Or Range through a series of digitally-driven beauty tech and retailtainment features.
An interactive tablet activated a life-sized saffron pistil wall that presented product stories on a digital screen. Travellers were also able scan a QR code on the tablet to shop the collection, creating an O2O shopping experience.
An immersive room was a standout feature of the pop-up. Here, a saffron pistil came to life through naked-eye 3D technology, taking guests on an immersive Or Rouge discovery journey.
YSL Beauté offered personalised skincare consultations at the pop-up using its Urban Skin Check Tool. The tool leverages AI to offer in-depth skin diagnosis, enabling guests to better understand their specific skin conditions and needs.
The pop-up also shone a light on the YSL Beauté Pure Shots collection. Pure Shots optimises the skin’s cellular golden hour to battle signs of fatigue and skin ageing, delivering optimum skin renewal at night.
The Pure Shots range was showcased via an interactive device where Moon Cactus flowers bloom on a dazzling nature-inspired centrepiece. Moon Cactus Flower is one of the key ingredients of the Pure Shots range.
On 22 March, the partners celebrated the pop-up with a celebrity event that captivated audiences both online and offline. Chinese actor and supermodel Hu Bing was the star of the celebrity event.
He was accompanied by seven local KOLs as well as VIPs and executives from CDFG as they discovered the Or Rouge collection.
During the event, Bing shared his top skincare tips and favourite Or Rouge skincare products with fans.
The partners held another celebrity event on 23 March starring Bing and Chinese actor/singer Nathan Lee who took guests on a fun and engaging multi-sensory journey.
Lee created an Or Rouge-inspired soundtrack that showcased the sensorial features of the collection using ASMR (Autonomous Sensory Median Response). The event was livestreamed online reaching an incredible 52 million views.
“We are grateful for the strong strategic partnership that we have shared with YSL Beauté Travel Retail Asia Pacific,” commented Hainan Provincial Duty Free Vice President of and CDFG (Sanya) Downtown Duty Free Store Deputy General Manager Wang Yi. “We extend our warmest congratulations to our partner on the successful launch of Or Rouge, the brand’s premium skincare line in Hainan.
“The success of this launch is a testament to our joint commitment to providing high-quality products that cater to the needs of our customers. We look forward to more collaboration in the future to bring a premium and sophisticated retail experience for all Hainan travellers.”
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle added: “YSL Beauté has become a strong skincare player over the last few years with the success of our Pure Shots range. The launch of our new Or Rouge premium line is a major addition to our portfolio — it is highly strategic for us, particularly in Hainan.
“We were very happy to celebrate this milestone through this month-long skincare activation with our long-time partner CDFG. This was only the first step of our plan – just like in our Haitang Bay pop-up, we will keep offering all travellers elevated skincare services and experiences to durably install this new range.” ✈
