Luxury haircare brand Kérastase is celebrating the launch of its first ever retail store and experiential pop-up at cdf Haikou International Duty Free Shopping Complex in Hainan.

Brought to life in partnership with China Duty Free Group (CDFG), Kérastase (part of the L’Oreal Travel Retail Asia Pacific group) is putting its Genesis Anti-Hairfall range in the spotlight, with a wealth of engaging activations and experiences for shoppers.

“L’Oréal Travel Retail Asia Pacific is proud to be part of this game-changing milestone in the history of Kérastase and to further deepen our relationship with the storied French haircare brand,” said Fran Law, General Manager of L’Oréal Dermatological Beauty and Professional Products Division at L’Oréal Travel Retail Asia Pacific.

“The launch of the first-ever retail store and Genesis Anti-Hairfall Pop Up further reinforces Kérastase’s commitment to continue exploring innovative and scientific ways of engaging with its customers with a focus on our iconic Genesis Anti-Hairfall range.”

The pop-up , which is running until April 2023, offers a rich blend of hi-tech and traditional experiences.

Upon arrival, visitors can scan the QR code on their smartphone to be greeted by the virtual avatar of Kérastase brand ambassador, Dylan Wang, who will guide them through the store’s augmented reality (AR) journey.

Shoppers can set about exploring the interactive virtual space, which highlights the world of Kérastase and, in particular, the Genesis Anti-Hairfall Serum.

They can also learn more about the key ingredients through an engaging game.

Following the completion of the entire AR journey, guests will be able to redeem a gift at the ‘SMART’ Kérastase vending machine.

Also at the pop-up, shoppers can test the serum and enjoy a pampering experience using the scalp massaging hairbrush.

A Kérastase hair stylist is available on-site to perfect people’s tresses.

In addition, a beauty advisor can provide a comprehensive hair diagnosis with Kérascan, the brand’s advanced hair diagnosis tool.

To celebrate the opening of the pop-up, Kérastase hosted an event on 10 February 2023 attended by guest of honour Vin Zhang (张彬彬).

The acclaimed actor took part in a livestream session, during which he experienced the entire customer journey from start to finish.

Zhang also shared his hair care routine with Kérastase, and interacted with fans through hair diagnosis and a fans’ ‘confession’ segment.

“At China Duty Free Group, we pride ourselves of being at the forefront of innovation in developing unique and engaging retail experiences,” said Grace Wang, General Manager of Perfume and Cosmetics Department, Central Merchandising Division at China Duty Free Group.

“It is our pleasure to partner with Kérastase to celebrate this first-of-its-kind pop-up experience, and further deepen our commitment with them.

“With this partnership, we continue to deliver engaging activations that allow visitors to immerse themselves in Kérastase’s universe and discover its commitment to remaining at the forefront of hair technology.”

The Kérastase boutique, which makes brand history as the brand’s first-ever retail store, is located just a short walk away from the pop-up.

There, customers can discover the French brand’s comprehensive product assortment, suited for every hair type.

Those seeking a more customised experience can also opt for the in-depth Kérascan scalp diagnosis conducted by an in-house beauty advisor.