A three-way partnership between the Changi Airport Group, Shilla Duty Free and Lancôme Travel Retail has seen a month-long pop-up store initiative open in Terminal 3 at Singapore Changi Airport, entitled ‘Holiday Wonders’.

 

The new store will feature prominently from 8 October to 10 November to celebrate Lancôme’s ‘Declaring Happiness’ global campaign and the launch of Lancôme Advanced Génifique Sensitive – complete with assistance from the brandowner’s augmented reality virtual makeover app, Virtual Mirror – which is being introduced as a travel retail worldwide exclusive.

 

‘DECLARING HAPPINESS…’

The beauty giant says that its new pop-up store celebrates the brand’s manifesto ‘Declaring Happiness’ through a series of immersive retail experiences inviting travellers to join its ‘Parisian escapade’ inspired by the City of Light.

 

The company says it has incorporated ‘quintessential Parisian aesthetics and chic pink hues’ throughout the pop-up store which also features ‘luxurious wooden floors’ and a chimney – plus an ‘Ô window’ offering a ‘view’ of the Eiffel Tower. Customers will also be able to take photos of themselves ‘flying’ over Paris with a Lancôme floating gift balloon at the photo booth.

 

Ms. Tao Zhang, General Manager of Lancôme Travel Retail Asia said: “Lancôme is about making women’s lives more beautiful and we are rooted in the belief that happiness, more than anything, makes women beautiful.

 

“Bearing this in mind, the Holiday Wonders pop-up store not only marks an exciting milestone for Lancôme Travel Retail, but also reaffirms our brand ambition to share happiness with global beauty enthusiasts through this unique travel-exclusive retail experience during the holiday period.

 

‘FIRST’ CHANGI POP UP…

“We are pleased to partner The Shilla Duty Free and Singapore Changi Airport for our very first travel retail pop-up store debut. Changi Airport is the leading travel hub for key gateway Asian cities and has a vibrant retail environment that plays well with our brand efforts to spread happiness worldwide.”

 

The company adds that ‘one of the key virtual experiences’ with the new store is the ‘Virtual Mirror’, which is said to be an augmented reality makeover application launching as a TR worldwide exclusive at Singapore Changi Airport. This allows customers to instantly try on eye, lip and cheek makeup or to be ‘inspired’ by trying on trendy makeup looks designed by Lancôme experts.

 

Another digital touch point can be found at the pop-up entrance, where customers can play an interactive digital game for an opportunity to win Lancôme bestselling L’Absolu Rouge lipstick samples.

 

A ‘sharing table’ is also designed for customers to experiment with textures and colours, as well as test-drive tailor-made skincare routines or makeup looks wit the help of professional beauty advisors.

 

As part of this, Lancôme Travel Retail National Make-up Artist Vic Tu was due to host a Beauty Show at the pop-up between 14-15 October to share beauty tips with all travellers. In an added-value initiative, Changi Rewards Members will also receive exclusive invitations to reserve one-on-one appointments at the pop-up store with a dedicated Lancôme Makeup Expert.

 

‘TIMELY DEBUT’ FOR NEW POP-UP STORE…

Adding her comments on the promotion, Ms. Teo Chew Hoon, Group Senior Vice President of Airside Concessions at Changi Airport Group said: “At Changi Airport, we continually strive to redefine the travel retail experience for our shoppers through innovative concepts and exciting brand partnerships. The timely debut of Lancôme’s pop-up store at Changi Airport this holiday season will certainly delight and surprise our travellers with its latest offerings and holiday travel exclusives.”

 

Also commenting, Ms. Raelene Johnson, Vice President of Global Merchandise Division, The Shilla Duty Free said: “‘Retail-tainment’ and innovation have always been at the forefront of our consumer-centric strategy, as these are the drivers that will provide a differentiated shopping experience for our travellers.

 

“We are confident that this Holiday Wonders pop-up will resonate well with our travellers and we look forward to future partnerships with Lancôme Travel Retail to introduce more interesting concepts and covetable travel offerings.”

 

Last, but not least, the company added: “In addition to the experiential offerings, travellers can also look forward to the perfect holiday beauty travel exclusives at the Lancôme Holiday Wonders pop-up store, as well as on Changi Airport’s online duty-free shopping site, iShopChangi.

 

“Customers who purchase the ‘Your Perfect Travel Companion’ sets at the pop-up store will also get a exclusive holiday collectible – a ‘Lancôme x Singapore’ luggage tag with complimentary engraving services available on the weekends of 21 to 22 October and 28 to 29 October, from 2pm to 6pm.