Lancôme Travel Retail Asia Pacific is hosting a promotional campaign in Hainan involving seven pop-ups and a livestream with the slogan ‘create happiness everywhere you go’, following a star-studded event at the Haikou Mova downtown shopping mall on 10 February.

 

To initiate the new campaign, Lancôme staged a Lunar New Year light show on Haikou Qilou Street, which is described as featuring a blend of European and Asian architecture ‘making it the perfect location for the campaign that connects the two cultures’.

 

Continuing the Hainan takeover, Lancôme and China Duty Free Group created a pop-up featuring a 3D LED screen in the shape of a festive lantern which showcases the brand’s hero products, Absolue Soft Cream and the Lunar New Year limited edition, Advanced Génifique Youth Activating Concentrate.

 

This year’s unique serum bottle features a colourful, modern art design that pays tribute to the Dan character from Beijing Opera, reinterpreting ‘some of its most iconic codes with femininity, modernity, and impact’, added the brand.

 

 

“The pop-up offers a full brand experience to entertain and delight Hainan travellers with a variety of engaging retailtainment, that showcases Lancôme’s hero products across all axes.”

 

TOUCHLESS FRAGRANCE TESTING

Visitors have a chance to smell the latest ‘Miracle’ fragrance via touchless technology and the skincare zone features an interactive wall for guests to discover the scientific innovation behind the brand’s top skincare products, when placing the products on a RFID sensor.

 

Guests are then invited to create personalised red envelopes to share the festive moment with their loved ones. On the final stop of their journey, guests can capture a 3D video with the vibrant colours of the campaign’s animation flying around them.

On 10 February, the Lunar New Year takeover took place at the Haikou Mova Downtown Shopping Mall, with Lancôme’s brand ambassador, Gina Jin, and renowned celebrity Liu Jia in attendance.

 

The show also featured live performances by Annie Kathryn Lowdermilk & Tailor’s Shop Band, leading dancer Gai Gai, and the Gong Luo New Art Ensemble, accompanied by a striking laser light show.

 

TOP INFLUENCER, KAKAKAOO HOSTS LIVESTREAM

Lancôme also invited top beauty influencer Kakakaoo to host an extended reality (XR) livestream together with Lancôme’s brand ambassador, Gina Jin, and celebrity Liu Jia on 11 February, which attracted over 18 million views, on CDFG’s Haikou Mova Mall’s Weibo platform.

 

“To celebrate this Lunar New Year, we are extremely excited to unveil Lancôme’s ‘create happiness everywhere you go’ campaign with a remarkable Lancôme takeover of Hainan,” said Stevie Wong, General Manager of Lancôme at L’Oréal Travel Retail Asia Pacific.

“We are pleased to collaborate with CDFG to deliver unforgettable brand experiences with digital and innovative retailtainment, that continue to amaze Hainan travellers. On behalf of the Lancôme Travel Retail Asia Pacific family, we wish all our Lancôme friends and family around the globe a very prosperous and healthy Lunar New Year 2022.”

 

‘PUSHING THE BOUNDARIES OF CONSUMER ENGAGEMENT’

“CDFG is pleased to partner once again with Lancôme Travel Retail Asia Pacific for another successful Lunar New Year celebration,” added Grace Wang, General Manager of Perfume & Cosmetics, Central Merchandising Division at China Duty Free Group.

 

“The ‘create happiness everywhere you go’ campaign is one of the best practices of how China Duty Free Group collaborates with brands to create exceptional experiences and satisfy consumers’ diverse needs.

“Lancôme has proven once again how to push the boundaries of consumer engagement as showcased by their innovative XR livestream, dazzling Lunar New Year event, and artistic takeovers around Haikou.

 

“On behalf of the China Duty Free Group, we would like to wish all our friends and partners a very Happy New Year of the Tiger.”