DFS Group and L’Oréal Travel Retail have announced plans to co-create the future of Hainan and Macau in travel retail.
Joining the newly opened destination at Times DF x DFS Haikou Mission Hills Duty-Free Complex, L’Oréal Travel Retail will debut at this location with its brand portfolio later this year through retail expressions and a digitalised business model.
Pop-ups, retailtainment and exclusive gifts will be revealed within DFS’ Macau store network in the coming months to continue the momentum to entice returning travellers.
According to DFS, the collaboration will act as a key milestone to take travel retail to new heights and accelerate growth in the strategic destinations of Hainan and Macau.
Following last month’s successful collaboration for the Helena Rubinstein ultra-premium event, YSL Beauty also kicked off the “Claim Your Love” campaign with make-up shows in T Galleria by DFS, Macau, Shoppes at Four Seasons earlier this month.
CREATING A SENSE OF PLACE
Exclusive retail expressions curated by beauty brands such as Lancôme, Armani and Kiehl’s are in the pipeline. The “Kiehl’s Loves Macau” campaign creates a sense of place to welcome travellers back to the region, with limited-edition packaging, retailtainment and travel-relevant products unique to Macau.
The campaign will be highlighted by an exclusive “Kiehl’s Loves Macau” pop-up at DFS’ Four Seasons store.
L’Oréal Travel Retail will also debut brands, such as Lancôme, Kiehl’s, YSL, Shu Uemura, Biotherm and L’Oréal Paris, in the new Times DF x DFS Haikou Mission Hills Duty-Free Complex later this year.
The collaboration will feature brand retail expressions and a team of professional beauty advisors. DFS says the collaboration will re-invent a traveller’s beauty journey with new tech-and data-driven solutions: an integrated network of devices embedded with digital features will enable conversations with travellers and generate insights to better serve Chinese consumers.
Vincent Boinay, President of L’Oréal Travel Retail Worldwide said: “Our ambition at L’Oréal is to provide ‘Beauty For All Travellers’, therefore we continue to capture growth in the Chinese traveller beauty market.
“To offer personalised services, products and experiences to the most sophisticated travellers like those visiting Hainan and Macau, better management of data and acceleration on beauty innovation through tech are crucially important.
“For sure, we feel proud to have partners like DFS who share the same passion and ambition as we do.”
Benjamin Vuchot, Chairman and Chief Executive Officer, DFS Group (pictured above) added: “At DFS, it is always our aim to provide our valued customers with exceptional shopping experiences.
“Through our partnerships with world-leading brands such as L’Oréal Travel Retail, we are able to combine the very best products with exciting and innovative new technologies to surprise and delight our customers in Hainan and Macau at all stages of their journey.”