Japanese dermacosmetics brand Dr.Ci:Labo has unveiled a new Online to Offline (O2O) Concept Store at CDF Haikou International Duty Free Shopping Complex in Hainan.

The opening extends the digital-native brand’s physical footprint on the island, and delivers an immersive, hi-tech shopping experience designed to drive conversion.

“Hainan is a strategic market in our three-year expansion plan to engage with digital-savvy Chinese shoppers,” said Michelle Tong, Regional Business Development Manager Travel Retail, Dr.Ci:Labo, which is part of Johnson & Johnson.

“Extending our brand’s physical footprint with an O2O concept is a natural step forward for us in partnership with China Duty Free Group, whose ambition and vision for the retail experiences of the future align closely with Dr.Ci:Labo’s digital vision.

“Leveraging on technology, we offer shoppers a game-changing travel retail experience while providing our hallmark Omotenashi care and clinical skincare equity in a seamless fashion combining the best of the online world – ease, convenience, digital engagement – with the power of the offline, physical world.”

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As Tong references, Omotenashi (the Japanese philosophy of hospitality) is central to the brand’s personalised skincare experience.

In the new store, this is delivered consistently across the various physical and digital touchpoints, drawing on Dr.Ci:Labo’s ‘clinical heritage and holistic beauty ecosystem’ to offer first-class advice and information for every skin type.

Visitors to the new O2O Concept Store are welcomed into the brand universe by Dr. Shiropy, the digital personification of the brand’s founder Dr. Shirono.

On the full-height digital screen, Dr. Shiropy introduces shoppers to the mixed-reality journey, powered by a WeChat Mini Program accessed through an in-store QR code.

Throughout the journey, Dr. Shiropy delivers help and guidance.

A gamification feature within the WeChat Mini Program invites shoppers to collect the three key ingredients of the popular SW377 serum to earn a Dr. Shiropy Luggage Tag and be in with a chance of winning a full-sized bottle of the hero product at the new store during November.

There are a number of travel retail exclusive (TREX) and CDFG exclusive gift sets available, led by the ‘cult favourite’ 377 range.

These include bundle sets, TREX products in the brightening series, regimen sets and anti-ageing sets, including the ACG Enrich Lift EX.

“O2O activations are a powerful way to engage our shoppers, delighting them with an immersive experience that stands out,” said Grace Wang, CDFG General Manager of Perfume & Cosmetics Central Merchandising Division.

“China Duty Free Group is delighted to partner with Dr.Ci:Labo to bring fresh ideas that combine online and offline experiences into one, attracting the attention and curiosity of travellers at the Haikou International Duty Free Shopping Complex.”

Shoppers spending above certain thresholds can take part in Gashapon (the coin-operated capsule toy dispenser popular in Japan) style gifting games to win coloured capsules that can be redeemed for gift sets.

To mark the opening, LED Mirrors embossed with Dr.Ci:Labo’s signature Kumiko Cross were offered as a special gift with purchase.