At a flagship event for makeup brand, Urban Decay, L’Oréal Travel Retail Asia Pacific hosted celebrities, KOLs (key opinion leaders/influencers), media, and business partners at the Shanghai Sky Banquet on 25 October, 2018, to celebrate the launch of the brand’s Naked Cherry collection in Asia Pacific TR.

The new collection includes the Naked Cherry Eyeshadow Palette, two limited-edition eye pencils, three ‘Vice’ lipstick limited editions and the All-Nighter Setting Spray.

L’Oréal is keen to highlight that the event made use of a number of ‘unique tools to better showcase its new products’ to its guest list of over 400 make-up enthusiasts, bloggers, and celebrities, including singer Tia Yuan Yawei and actress Tan Zhuo.

TRBusiness understands this included the use of interactive digital components including a magic mirror which allows shoppers to try on makeup products using augmented reality.

“This was the third such event to take place in front of an eager Chinese audience who Urban Decay is specifically targeting,” says L’Oréal. “The brand is focusing on engaging Chinese customers from outside the country.”

The brand took advantage of ‘unique’ digital tools, whereby guests could share new makeup looks with friends and family via social media.

BUILDING CUSTOMER LOYALTY

Acquired by L’Oréal in 2013, Urban Decay established its presence in Travel Retail Asia Pacific in 2015.

“Over the last three years the brand has focused heavily on successfully building its business, with Chinese consumers, from outside the Mainland where there are no points of sale,” added L’Oréal.

KOLs (key opinion leaders/influencers), media, and business partners at the Shanghai Sky Banquet celebrating the launch of the brand’s Naked Cherry collection in Asia Pacific TR.

“This event initiative underscores the vital role that the travel retail channel plays in brand-building, offering extended customer exposure in duty free channels across six key markets – Korea, Hong Kong, Singapore, Thailand, Australia, and New Zealand.”

L’Oréal believes its ‘success’ with Chinese consumers is due in large part to its ‘loyal and enthusiastic’ customer support.

“The significant social buzz around Urban Decay has resulted in ground-breaking reach with affluent, experience-hungry Chinese millennials,” concludes L’Oréal.

Smartphone engagement with the Urban Decay brand was high at the China event.