La Prairie elevates digital outreach with its first NFTs in travel retail at Hainan

By Faye Bartle |

La Prairie's first travel retail NFT project, at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan

La Prairie commissioned CircleSquare for its first travel retail NFT project as part of its The Encounter of Light and Water Exhibition at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

Marking a new milestone in it digital outreach, La Prairie is offering NFTs (non-fungible tokens) as part of its The Encounter of Light and Water Exhibition at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

The NFTs are derived from a limited series of artworks inspired by Taiwanese dancer, new media artist and choreographer Wen-Chi Su and are offered as a gift with purchase.

The campaign runs for two months until the end of May 2022 and is the first project of its kind in travel retail for the luxury beauty brand.

La Prairie says it is ‘the first luxury brand and the first skincare brand to launch its NFT series on the WenChang Chain’ open blockchain platform.

The project was brought to life by global creative agency CircleSquare, which was commissioned to conceptualise and implement the complete Online + Offline (O+O experience) throughout the customer journey.

“We are thrilled to lead the way with La Prairie, and to launch its first NFT activation,” said Stephane Zermatten, Partner at CircleSquare. “Whilst very much linked to the brand identity and the launch of the White Caviar Illuminating Essence, the digital collectibles dropped in Hainan are only the first step in a long-term engagement roadmap for La Prairie’s customers.

“NFTs indeed have the potential to revolutionise how brands manage customer engagement across the entire customer journey, especially for travel retail, helping bridge the gap with post-trip, local market loyalty.”

ENGAGING SHOPPERS THROUGH DIGITAL TOUCHPOINTS
The project, which celebrates the new White Caviar Illuminating Essence, has given rise to a multi-faceted digital retailtainment experience that inspires travellers to engage with La Prairie at key points of their trip.

La Prairie The Encounter of Light and Water Exhibition at at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan

La Prairie’s The Encounter of Light and Water Exhibition, which celebrates the launch of the new White Caviar Illuminating Essence, is live at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan, in April and May 2022.

Pre-trip, travellers can view the microsite, which is linked to online advertisements targeting the brand’s potential and existing customers.

In-trip, there is a web-based application that aims to incentivise and guide visitors through the physical activation.

Post-trip communications are then crafted to follow up on their purchase.

THE DUTY FREE ACTIVATION
The Sanya International Duty Free Shopping Complex activation consists of five customer touchpoints.

At the start, visitors are invited by brand ambassadors to immerse themselves in the world of La Prairie.

In line with the brand’s commitment to environmentally conscious initiatives, travellers can send their ‘blessings for the planet’ through an augmented reality (AR) experience and share these messages on social media platforms.

Visitors are then welcomed by a dance performance curated by Wen-Chi Su.

Customers can also opt to minimise the amount of carbon dioxide emitted to produce La Prairie’s White Caviar Illuminating Essence thanks to the brand’s collaboration with Swiss environmental organisation Climeworks. All those who take part are presented with an e-certificate for their personal carbon emission offsetting.

Next comes the opportunity to receive an NFT as a gift with purchase.

La Prairie is present in 90 countries around the world.

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