Global beauty brand Estée Lauder has unveiled a series of travel retail-exclusive Re-Nutriv Hainan activations, targeting shoppers seeking a life of “extraordinary beauty”.
Throughout May, the brand invited travellers to discover Re-Nutriv Ultimate Diamond Transformative Brilliance Serum through a range of interactive settings.
Built around the Black Diamond Truffle Extract and Estée Lauder’s “youth-sustaining” technology, the serum is said to “fortify skin” for a “firmer feel”.
It is designed to improve radiance, pores, spots, even tone, firmness, and elasticity. Its “weightless” fluid absorbs quickly for skin that looks more radiant, toned and firm.
Estée Lauder first launched the Re-Nutriv brand back in 1956, with the formula kept in a secret vault.
Re-Nutriv Hainan: tech-first
The Re-Nutriv Hainan activity focused on communicating the technology behind the Re-Nutriv collection.
In addition to world-class skincare shopping, the activation featured beauty and pampering services and VIP events both on- and offline.
At the downtown Haikou Global Duty Free Plaza, Estée Lauder opened a Re-Nutriv travel retail pop-up.
The three-day event, from 5-7 May, brought together the full range of Re-Nutriv products. Ultimate Diamond Transformative Brilliance Serum was showcased as the hero release.
Activities included masterclasses, beauty services and photo opportunities. In-store and outpost activations across multiple touchpoints communicated how the tech behind the product blends with its ingredients for efficacy.
At Haikou International Duty Free Shopping Complex, Estée Lauder dedicated the whole month to Re-Nutriv.
Activities included visits from celebrities Sun Yi and Fu Jing, who live-streamed their visit to the Re-Nutriv Spa Cabine Space.
Post-activation, Re-Nutriv is available year-round at Estée Lauder’s Haikou International Duty Free Shopping Complex flagship.
The 3,000 sq ft store features a beauty bar hosted by skincare experts, offering consultations and eye and hand massages.
“We at Estée Lauder understand that everyone wants a little luxury in their life and Re-Nutriv is truly the ultimate luxury in skin care,” said Alice Marvillet, Senior Vice President/General Manager, Estée Lauder, Travel Retail Worldwide.
“More than ever, travellers are looking for indulgence on their journeys and in our superior retail offering they will discover Re-Nutriv products with the technology to not only meet their needs, but that will transport them into a life of extraordinary beauty.”
Last year, Lotte Duty Free and Estée Lauder held a beauty class for VIPs at the South Korean retailer’s Star Lounge, with Re-Nutriv a key product.
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