Johnson & Johnson-owned medical cosmetics skincare brand Dr. Ci: Labo has partnered with The Shilla Duty Free (Shilla) to launch its first animation at Singapore Changi Airport Terminal 4. The brand has also introduced a new digital campaign in South Korea targeting Chinese travellers.
Following Dr. Ci:Labo’s launch in June with Shilla at Singapore Changi Airport, the company has introduced an animation space for its pore care brand Labo Labo in the central corridor between the perfumes and cosmetics and liquor and tobacco stores in Terminal 4.
Running throughout October, the pop-up invites travellers to obtain a customised skin diagnosis by a beauty consultant, create their own super skin regimen and engage with Labo Labo via photo opportunities.
Visitors can pose with Dr. Rabbit, the Labo Labo brand icon that is a tribute to Dr. Ci:Labo Founder Dr. Yoshinori Shirono and use the photo booth to create memories of their experience at the Labo Labo pop-up.
The activation also includes a gashapon (gift vending machine) fixture and gift-with-purchase incentive and offers travellers the opportunity to discover the full Labo Labo pore care product range. This comprises Labo Labo Super Keana Lotion, Labo Labo Super Keana Washing Foam, Labo Labo Super Keana Gel and Labo Labo Hikishime Mask.
Dr. Ci:Labo’s products are also highlighted at the pop-up. These include VC 100 Essence Lotion EX, Aqua Collagen Gel Enrich Lift EX18, Aqua Collagen Gel Super Moisture EX18, Super 100 Series EGF, White 377 Essence and UV Protect Spray 100 SPF 50.
Michelle Tong, Jonhson and Johnson, Regional Business Development Manager Travel Retail, commented: “The high-visibility activation space in Changi T4 is an excellent location for our first-ever duty free animation, offering us a great opportunity to interact with a large number of travellers and different nationalities.
“We’re confident that the month-long pop-up will be successful in converting shoppers to Labo Labo fans when they discover the efficacy of the product portfolio which is created specifically for younger skin.
“Since our debut at TFWA Asia Pacific Exhibition in May, we have been busy growing Dr. Ci:Labo’s presence in Asia travel retail with a series of new openings. The cult following that Labo Labo has built, combined with our ability to leverage the scale and expertise of Johnson & Johnson, points to a bright future in this channel for Japan’s best-selling medical cosmetics skincare brand.”
Chillie Por, Merchandising Director, The Shilla Duty Free said: “Retailtainment and innovation have always been at the forefront of our consumer-centric strategy, as these are the drivers that will provide a differentiated shopping experience for our customers.
“The Labo Labo pop-up concept, created especially for The Shilla Duty Free Changi Airport, not only provides an exceptional range of Labo Labo’s skincare products, but also an eye-catching and fun retail experience that will delight and engage our customers.”
In order to target Chinese consumers travelling to South Korea, Dr. Ci:Labo recently rolled out a digital campaign in partnership with Chinese celebrity Liu Yuning, who became Labo Labo’s brand face in June. Starting in August and running until 8 October, the interactive game encouraged consumers to ‘travel with Ning’ and ‘fear pores no more’.
With a call to action for customers to begin their ‘pore-free journey’, the game was accessible via Weibo, WeChat and CTrip. Users were invited to play with Dr. Rabbit and Yuning as they virtually travelled through Korea to solve pore issues and score points.
The final points tally could be used to redeem special gifts, including a limited-edition bottle signed by Yuning, at selected Korean duty free locations operated by Shinsegae Duty Free, Lotte Duty Free, Doota Duty Free, HDC Shilla Duty Free and Hyundai Department Store. Participating locations featured supporting digital campaign visuals in-store —completing the online-to-offline campaign.
DIGITAL CAMPAIGN FOR CHINESE TRAVELLERS
Sandrine Tesnière, Head of Marketing, Media and Digital Travel Retail, Johnson & Johnson said: “Our new interactive game, which targeted Chinese travellers from the point when they booked their trip to their arrival in South Korea, proved an effective concept in bridging online to offline to optimise footfall and conversion. Gaming is a powerful tool to create excitement among Labo Labo’s target consumer group and increase brand awareness.”
Since making its debut at TFWA Asia Pacific Exhibition in May, Dr. Ci:Labo is now present in five travel retail markets. These are Korea, Singapore, Hong Kong, Macau and China. The brand is partnering with key retailers such as DFS, Dufry and China Duty Free Group for further openings over the coming months in locations where there is a strong Chinese passenger base.
Labo Labo was created in 1999 by dermatologist Dr. Shirono. The Labo Labo product range comprises specialised, dermatology-based pore care remedies. The line was developed with plant-sourced ingredients and scientifically proven actives that work with the skin to take on pore problems at their root.
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