Hainan Tourism Duty Free Shopping Complex hosted throughout October one of the largest outdoor plaza takeovers with a campaign for Lancôme’s L’Absolu Rouge lipstick.

The event, a collaboration between Lancôme Travel Retail Asia Pacific, Lagardère Travel Retail China and Hainan Tourism Investment Duty Free Co (HTDF), featured a number of immersive digital and interactive touchpoints to engage travellers during Golden Week (1-7 October).

A giant LED wall spotlighted the 3D L’Absolu Rouge lipstick collection that sat adjacent to a 1,500 sq ft pop-up with golden curved wall panelling that resembled the golden ring of the L’Absolu Rouge lipstick.

BEAUTY INFLUENCERS MAKE AN APPEARANCE

Visitors to the pop-up experienced the Lancome’s Absolu Rouge lipstick range, which recently updated its packaging and formulation with 11 new shades.

Two new lipstick finishes – Drama Matte and Cream –  were displayed via a video wall at the entrance.

Inside, makeup trial stations with virtual try-on mirrors powered by ModiFace allowed visitors to test the full lipstick collection.

Travellers were also able to pose at a rose-filled grand piano and record a video with fluttering AR petals for a chance to redeem a special gift.

On 11 October, six beauty influencers made a special appearance at the pop-up and participated in a photoshoot to share their L’Absolu Rouge experiences in Hainan with consumers online.

Upon purchase on the day, consumers were able to return to the pop-up to redeem a customisable phone case with gold chain straps and logo charms (while stock lasts).

In separate news, L’Oréal Travel Retail Asia Pacific’s YSL Beauté Travel Retail Asia Pacific earlier this month partnered with China Duty Free Group to introduce a YSL Beauté pop-up at China Duty Free Group’s Haitang Bay Shopping Complex in Sanya.

More than 15,000 travellers flocked to the 30sq m pop-up to discover make-up shows, livestreaming and a live concert performed by singer Yamy who boasts more than 6.9 million Weibo followers.