Lancôme Travel Retail Asia Pacific literally lit up the night sky to celebrate Chinese New Year in South Korea on 22 January, putting on an impressive drone show as part of a series of activations at Lotte’s World Tower in Seoul.
In a first for travel retail, Lancôme invited a number of VIPs, influencers and celebrities to a 300-drone display during a Chinese New Year ceremony, which also served to celebrate Lotte Duty Free’s 40th Anniversary.
Special guests included Korean actress and singer So-Hee Ahn; Korean singer Min-Hyun Hwang; Lancôme Brand Ambassador Suzy Bae; L’Oréal Travel Retail Asia Pacific Executive Business Director Iris Lam; Lancôme Travel Retail Asia Pacific General Manager Tao Zhang; Lotte Corporation Vice Chairman Kag-Gyu Hwang; Lotte Duty Free CEO Kap Lee; Korean actress So-Yeon Kim; Korean singer Henry Lau, and Korean actor Young-Kwang Kim.
As the music began, 300 drones arose into the sky before taking the shape of various symbols including a lantern, a rat (this year’s Chinese New Year symbolic animal), a gold 2020 illumination and a red Lancôme logo.
Within the shopping vicinity of Lotte World Tower, a vibrant red pop-up took centerstage at the Crown atrium, where hero product Advanced Génifique Youth Activating Concentrate, could be found, dressed in its new Chinese New Year limited edition colours.
Travellers were also encouraged to get into the festive spirit through various activations such as an artificial intelligence ‘Magic Mirror’, which shoppers used to try on different lipstick shades virtually.
“Just with a swipe at the ‘Lantern Wishes Panels’, travellers would be able to send their Chinese New Year blessings to friends and family,” said Lancôme. “All the guests were invited to discover these activations.”
“We are very excited to be celebrating the Chinese New Year in partnership with Lotte Duty Free, and to deliver a traditional festival greeting in a modern and digital way,” said Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific.
LOTTE ‘REAFFIRMS BRAND LEADERSHIP’
“At this special occasion, we hope that all our shoppers will receive our very best wishes through the series of activations, and reaffirm our brand leadership in the market.”
“We wish all shoppers and travellers visiting Lotte Duty Free a happy and prosperous Chinese New Year,” said CEO of Lotte Duty Free, Kap Lee.
“It is a pleasure to collaborate with Lancôme in creating this special moment with the first ever drone show in travel retail worldwide to send wishes, and engage with all our shoppers.
“This marks an unforgettable 40th anniversary for us and we shall continue to bring new initiatives into the market.”
Asia & Pacific,
Asia & Pacific,