L’Oréal Travel Retail staged an ambitious, air travel themed pop-up for its Biotherm brand at China Duty Free Group’s Sanya International Duty Free Complex in Haitang Bay for the month of September.

 

Using a deconstructed airline cabin as its set, ‘Biotherm Airlines’ transformed ‘flight time’ into ‘me time’, by simulating the inflight experience and offering ‘pampering’ services.

 

Key opinion leaders (KOLs) were invited to participate in various activities at the pop-up, which closes on 29 September.

 

“Famous for infusing the unique Life Plankton ingredient into a range of iconic skin- transforming products, Biotherm is proud to be collaborating with China Duty Free Group to launch ‘Sense of Travel’ in Haitang Bay,” said Biotherm.

 

‘CHECK-IN TO SKIN TRANSFORMATION’

Biotherm Travel Retail Asia Pacific was the first division to launch the pop-up, which encouraged visitors to ‘Check-in to Skin Transformation’ and promised a ‘first-class experience for travellers’ skin during the course of their flight’.

 

On 12 September, a number of renowned Chinese KOLs from sectors such as travel, beauty and fashion, were invited to take flight with Biotherm airlines, testing the whole experience from start to finish.

 

The journey began with a quick skin diagnosis performed by the ‘Miracle Key’ device, followed by professional and personalised recommendations.

 

Throughout September, guests and travellers were encouraged to sample Biotherm’s star products, including Aquapower Dynamic Hydration Moisturizer and Life Plankton Essence.

 

GAMIFICATION KEY TO THE ACTIVATION 

“Customers [could] then choose from a wide range of one-shot exclusive sets from the star franchises to satisfy their skin’s needs, before taking off for a relaxed and enjoyable journey. Biotherm’s expert team also offered useful in-flight healing tips for guests on site.”

 

There were also digital interactive games, including one involving keeping a virtual paper aeroplane air-borne with one’s breath to steer the plane towards its destination at Sanya Haitang Bay.

 

Postcard personalisation with phygital stamps to take home or post on social media and share with friends and family provided another unique experience for travellers.