Puig has teamed up with China Duty Free Group (CDFG) to deliver an engaging omnichannel campaign for Christian Louboutin Beauty in Sanya, Hainan.

It centres around a striking funfair themed retailtainment pop-up (located on the first floor of Block A in CDFG’s CDF Mall in Haitang Bay), that invites Chinese shoppers to immerse themselves in the world of Christian Louboutin Beauty.

It’s the beating heart of the online-to-offline campaign, which includes a comprehensive programme of digital support across retailer-owned and social channels designed to help drive awareness, footfall and engagement.

“With Hainan cementing itself as one of the hottest locations in global travel retail, now is the perfect time to engage with shoppers on the island and bring to life the extravagant world of Christian Louboutin Beauty,” said Adriana Viejo, Puig Asia Pacific VP.

“The brand has gained significant momentum in the region since its launch over three years ago, and we are confident this activation will help to accelerate its growth and recruit new consumers.

“Through our partnership with CDFG, we have been able to combine engaging physical retail in a highly visible, premium location, with a wide-ranging digital campaign in what we believe is a truly winning formula.”

The concept plays on the ‘extravagance and exuberance of a funfair’, offering shoppers a number of engaging features.

These include a number of social media friendly photo areas, gamification elements with the chance to win samples, product discovery zones (including a 10-minute professional make-up service), as well as personalisation features that allow shoppers to customise a limited edition pouch-bag when purchasing a lipstick.

To drive footfall to the funfair, and extend engagement beyond the physical retail footprint, awareness is being raised across a range of digital platforms, creating social buzz and plenty of user-generated content.

This covers close collaboration with the Alipay digital payment platform, investment in Online Travel Agencies (OTAs) and social networks as well as OOH display advertising.

Content has been promoted on CDFG’s own social media and digital platforms, including the retailer’s WeChat, Weibo, RED and TikTok accounts, while a number of in-store visits from leading KOLs have also helped to amplify awareness among their audiences.

The highlight of the digital campaign, says Puig, was the first ever shoppable livestream for Christian Louboutin Beauty, hosted by celebrity Wang Fei Fei and TheNik.

The two hour session was broadcast across CDFG’s Sanya Weibo and WeChat platforms, reaching 11.2 million viewers and contributing to a ‘surge in sales’.