Lancôme and CDFG pop-ups light up beauty shopping on Hainan island

By Luke Barras-hill |

The campaign (17-29 November) runs across major online and offline channels in Hainan; Chinese travel platforms such as MaFengWo, TongCheng and Qyer; and through a page on the CDFG website.

China Duty Free Group (CDFG) and L’Oréal-owned Lancôme Travel Retail Asia Pacific have launched an immersive beauty campaign on Hainan Island.

Travellers are being treated to an omni-channel shopping experience at three pop-up shop locations situated at Sanya’s Haitang Bay Duty Free Mall, Haikou’s Mova Downtown Shopping Mall and Haikou Meilan International Airport.

Featuring the newly launched Clarifique Dual Essence, the ‘phygital’ experience at the Sanya Haitang Bay mall invites travellers to explore a three-dimensional brand universe.

A 360-degree rotunda LED screen wraps around the top of the pop-up and describes the science behind Dual Essence.


A giant Clarifique Dual Essence LED bottle acts as a centrepiece, offering name engraving services and social sharing technology.

Chinese actress Mao Xiaotong and brand ambassador Sdanny Lee visited the pop-up on 14 November to share their beauty tips and secrets, with the experience livestreamed on CDFG online platform Yizhibo.

Chinese actress Mao Xiaotong (right) visited the The Sanya Haitang Bay Duty Free Mall pop-up on 14 November and livestreamed her experience on CDFG’s online platform Yizhibo.

Celebrity and beauty blogger livestreaming sessions utilising Yizhibo have also been extended to the two other pop-up locations.

The three-day sessions accumulated more than 35 million views.

Meanwhile, QR codes  have been embedded into key digital Lancôme panels at Haitang Bay and Haikou Airport.


The QR codes direct travellers to the Lancôme Travel Retail official website.

To mark the partnership, Lancôme Travel Retail has launched two exclusive value sets to Haitang Bay and Haikou Airport.

The Haitang Bay exclusive set includes Clarifique Dual Essence, the Génifique duo and trial-sized gifts. The Haikou value set includes two Génifique duos with a gift.

Centrepiece: The giant Clarifique Dual Essence LED bottle offers name engraving and social sharing technology.

“This seamless omni experience marks an important milestone as we shape the future of a traveller’s beauty journey through new digital innovations and encompassing a 360-degree O+O shopping experience,” said Stevie Wong, General Manager at Lancôme Travel Retail Asia Pacific.

Terry Chua, Vice President of Central Merchandising Division at China Duty Free Group added: “We are excited to have Lancôme Travel Retail Asia Pacific present the new Lancôme Clarifique Dual Essence in partnership with China Duty Free Group.

“In times like these, we will continue to show our support for Lancôme, and encourage a new reimagined retail experience for our consumers.”

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