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

By Trbeditor |

La Mer has partnered with China Duty Free Group (CDFG) to open a first-of-a-kind omni-channel flagship store at the new cdf Haikou International Duty Free City Shopping Complex in Hainan.

The official grand opening, announced at the end of last month, was attended by Chinese actress Qin Lan plus senior executives from La Mer and CDFG and livestreamed across five of CDFG’s Hainan’s social platforms. The livestream drew 39 million views across Weibo and WeChat.

The opening event also incorporated the launch of La Mer’s new Moisturizing Soft Cream.

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Redefining luxury skincare

“The story of La Mer is rooted in hope, healing and the power of the living sea,” noted Patrick Bouchard, Senior Vice President, La Mer, Travel Retail Worldwide, The Estée Lauder Companies.

“We are proud to bring that heritage to life in a whole new way with our newest global flagship in Hainan, where consumers will be taken on a journey to the heart of luxury skincare.”

Covering over 242sq m, the new flagship store showcases La Mer’s latest design concept, which aims to embody the essence of the brand’s luxurious heritage.

Spanning over 242sq m, the flagship store showcases La Mer’s latest design concept.

Key design elements include marble, fluted panels and statement pieces. The store includes a private VIP lounge, consultation area and Spa de la Mer facial cabine – the brand’s first in the travel retail channel. Eligible customers can book via the cdf members’ mobile app or its WeChat Mini Program.

Maggie Wang, Deputy General Manager of the Haikou International Duty Free City commented: “We are honoured that La Mer has partnered with us to bring such a ground-breaking luxury experience to our customers here in Haikou. With La Mer’s reputation for premium luxury product and high-touch services, we believe our continued partnership will surprise and delight travellers here in Hainan.”

La Mer’s new Moisturizing Soft Cream, unveiled at the opening, features a powerful new delivery system said to build youthful softness into the skin, and resist signs of ageing.

It features the brand’s signature Miracle Broth, which actively stabilises, strengthen and recharges skin, fortifying the skin barrier and promoting repair.

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