Dr.Ci:Labo celebrates Lunar New Year with festive campaign in Haikou

By Faye Bartle |

Dr Ci: Labo Lunar New Year campaign.

Left: A glimpse of the Dr.Ci:Labo’s Lunar New Year themes O2O concept store in Haikou. Right: Michelle Tong, Regional Business Development Manager Travel Retail, Johnson & Johnson.

Japan dermacosmetics brand Dr.Ci:Labo is engaging travellers with a festive Lunar New Year campaign at its Online-to-Offline (O2O) concept store at Haikou International Duty Free Shopping Complex in Hainan, China.

The 360-degree campaign, which is running until 5 February 2023, offers new immersive experiences for travellers to Hainan during what is a peak travel season for China.

“We are excited to leverage the power of Dr.Ci:Labo’s O2O concept store to engage with shoppers, delivering our trademark Omotenashi care [a philosophy of ‘selfless customer service’] and clinical skincare equity with a unique festive twist,” said Michelle Tong, Regional Business Development Manager Travel Retail, Johnson & Johnson.

“Together with our partners China Duty Free Group, we want to welcome shoppers into our retail universe with a differentiated yet holistic and innovative retail experience.”

The Dr.Ci:Labo concept store has been restyled in auspicious colours of red and gold, complemented by the design elements of Chinese infinity knots (中国结) and golden rings to reflect the brand’s wish for shoppers to ‘have a fulfilling and abundant new year ahead’.

Dr Ci: Labo Lunar New Year campaign.

Left to right: A closer look at a Dr. Shiropy fronted interactive display; the campaign’s Mini Program advertised on the Tong Cheng app; the he sure-win Gashapon.

A striking Lunar New Year themed LED pillar, in collaboration with China Duty Free Group (CDFG), increases the brand’s visibility and presence within the beauty zone.

To cater to the demand for gifting at this time of year, Dr.Ci:Labo has launched a Lunar New Year Travel Retail Exclusive gift set wrapped with a festive red ribbon, which is only available through CDFG in Hainan and via its e-commerce site.

At the concept store, shoppers can play a Spot the Difference game via the interactive touchscreen for a chance to win vouchers that can be redeemed online for Dr.Ci:Labo purchases.

This  interactive entertainment is exclusive to the store.

Dr Ci: Labo Lunar New Year campaign.

Dr.Ci:Labo’s travel exclusive Lunar New Year gift sets.

“The Dr. Shiropy-fronted interactive display provides us a platform to continually refresh our content and engage our loyal DCL customers,” said Tong.

“The ‘Scan-and-Pay’ feature, an extension of the augmented reality (AR) technology, enables customers to redeem vouchers online and promotes fuss-free transaction to avoid long waiting time at the queue.”

Shoppers are also gifted a set of Dr.Ci:Labo red packets with any purchase (online or offline).

Dr Ci: Labo Lunar New Year campaign.

Shoppers can be in with a chance of winning a full-sized Dr.Ci:Labo Super White 377VC Serum 18g.

All those spending over US$82 (RMB 688) in store are entitled to two sets of Dr.Ci:Labo red packets, an exclusive mini tote bag, and a chance at the sure-win Gashapon (a coin-operated capsule toy dispenser) giving shoppers an additional opportunity to win exclusive Dr. Shiropy merchandise.

As an extension to the concept store, Dr.Ci:Labo fans can also look forward to the Lunar New Year inspired Mini Program and activities, such as the Chinese New Year gift redemption and the lucky draw event on the CDFG exclusive e-commerce site.

Dr Ci: Labo Lunar New Year campaign.

All those spending over US$82 (RMB 688) in store will receive an exclusive mini tote bag.

To increase traffic to Dr.Ci:Labo’s CDFG e-commerce site, the Mini Program is advertised on the online travel agent platform, Tong Cheng app, to encourage shoppers to experience the programme and to be in with a chance of winning a full-sized Dr.Ci:Labo Super White 377VC Serum 18g.

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