La Mer’s activation has been rolled out across 14 travel retail sites. 

La Mer Travel Retail has rolled out a Year of the Horse campaign across Asia Pacific, blending cultural collaboration with its core message of renewal and transformation.

The activation, unveiled across 14 travel retail sites in ten cities, reflects the brand’s focus on festive storytelling as a driver of engagement during one of the region’s most important trading periods. Key locations included CDF Sanya International Duty Free Shopping Complex, DFS Four Seasons Macau and King Power Suvarnabhumi Airport.

At the heart of the campaign was a collaboration with Ren Xinghang, national inheritor of the cultural heritage of Jun porcelain-making. The resulting artwork, Metamorphosis of Eight Steeds, features eight symbolic horses encircling a Jun vase, each representing a blessing for the year ahead. The piece reflects La Mer’s belief in transformation and renewal — themes that were echoed throughout the in-store executions.

Immersive pop-ups drew inspiration from the porcelain installation, incorporating auspicious red and gold design cues alongside La Mer’s hero products. In Sanya, a strategic partnership with China Duty Free Group brought the campaign to both Block A and Block C of the complex, reinforcing the island’s role as a key beauty hub in the region.

Festive gifting played a central role in the activation. Limited-edition tokens of appreciation were offered with qualifying purchases, including red packets, a seasonal phone charm and a porcelain teacup set. The artistic narrative extended to travel retail-exclusive sets such as The Day and Night Duet and the Arrive Hydrated Set, presented in coffrets inspired by the Eight Steeds motif.

Alongside the celebratory design elements, La Mer spotlighted its core skincare icons. Powered by the brand’s Miracle Broth™, Crème de la Mer and The Rejuvenating Night Cream were positioned as symbols of rejuvenation and luminous new beginnings for travellers entering the new year.

By integrating cultural craftsmanship, premium gifting and high-impact retail theatre, La Mer’s Year of the Horse campaign underlined the continued importance of seasonal storytelling in Asia Pacific travel retail — combining artistry and commerce to create a moment of discovery at the point of purchase.

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