ELC and CDFG celebrate 520 Day with ‘Gifts of Love’ Sanya pop-up

By Trbeditor |

The “Gifts of Love” pop-up store in Sanya.

From 1-29 May, The Estée Lauder Companies partnered with China Duty Free Group (CDFG) to host a “Gifts of Love” pop-up at the CDFG Sanya International Duty Free Shopping Complex.

The installation, which showcased the group’s Estée Lauder, La Mer, Jo Malone London and Tom Ford brands, was created to celebrate 520 Day – also known as Cyber Valentine’s Day in China. Accordingly, it incorporated a heart-shaped theme and layout.

The objective of the 520 Day celebration and campaign was to elevate the group’s social presence, and to spread positivity about love. This latest collaboration also underlines The Estée Lauder Companies’ commitment to extending its reach in Hainan, and to creating distinctive and memorable shopping experiences.

READ MORE: La Mer unveils new flagship store at cdf Haikou duty free shopping complex

520 Day gifting inspiration

A dedicated section, with a focus on gift-giving inspiration, was created for each brand. The pop-up also included a photo booth for guests to capture special moments while selecting their gifts.

The “Gifts of Love” pop-up’s heart-shaped design, as viewed from above.

The Estée Lauder section featured a display of eye-catching golden flowers, designed to pay tribute to the brand’s iconic upscale Re-Nutriv collection. The two products highlighted were the Ultimate Diamond Transformative Brilliance Serum and Eye Serum.

Decked out in the brand’s signature green – with red accents to denote 520 Day – the focus of the La Mer section was a large, decorative Moisturizing Soft Crème jar. An engraving service allowed customers to personalise their purchases.

The section for the group’s flagship Estée Lauder brand used golden flowers to showcase the premium Re-Nutriv skincare collection.

The red-and-black Tom Ford section highlighted the brand’s Cherry Collection, notably the two edps Electric Cherry and Cherry Smoke.

The Jo Malone London section was filled with a pink rose display, in reference to the rose notes in the featured fragrances, Rose Water & Vanilla and Rose Bush Cologne.

“Love Buyer Representatives”, celebrity couple Darren Wang and Joey Chu, hosted a livestream from the pop-up and took part in an island date.

Celebrity couple Darren Wang and Joey Chua hosted a livestream as “Love Buyer Representatives” to celebrate the launch of the campaign with their fans. In addition to the store visit, the couple took part in an island date, which featured a selection of star products from the Estée Lauder Companies portfolio.

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