Lancôme Travel Retail Asia Pacific threw its ‘largest ever pop-up party’, Seoul #Unstoppable Club, in partnership with Hyundai Department Store Duty Free on 26 October.

 

In what Lancôme describes as a ‘first-of-its-kind dedicated beauty space for consumers’, the beauty giant made its #Unstoppable statement with the ‘biggest and boldest’ brand take over at the COEX K-pop Square that spans a space of approximately 500sq m.

 

A special appearance by popular Korean celebrity and Lancôme local ambassador for South Korea, Suzy Bae, kicked off the grand opening celebration, which saw over 300 guests and 100 media reporters in attendance.

 

Sixty prominent Chinese & Korean KOLs and selected Hyundai Duty Free VIPs were also invited to gain an exclusive preview of the pop-up ahead of its launch.

 

STRONG COMMUNICATION IN GANGNAM

Communication for the Lancôme Seoul #Unstoppable Club dominated the COEX K-Pop Square from 26th October to 3rd November, with over 10 outdoor digital panels adorning the streets of Gangnam.

 

 

It featured the brand’s two beauty best-sellers: the 18-Hour long wear Teint Idole Ultra Wear Foundation and the new ultra-pigmented L’Absolu Rouge Ruby Cream.

 

Inside the pop-up, the #Unstoppable beauty journey began with the Makeover Station, where customers got a personalised makeover by professional Lancôme makeup artists.

 

Customers were able to record a video at the Teint Idole Wall interactive digital booth. “Another surprising experience was the Ruby Lift, an exquisite kaleidoscopic lift, where consumers could choose their favourite Ruby Cream lip colour,” says L’Oréal TR.

The highlight of the event was Lancôme’s very own #Unstoppable Roller Disco rink, offering with skate rental and disco music.

 

Consumers were also able to shop via Hyundai Duty Free’s e-commerce site and redeem exclusive gifts at the airport. “This O2O activation fully integrates engagement from offline to online space, offering consumers an immersive retail experience,” insists L’Oréal TR.

 

Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific comments: “This Seoul #Unstoppable Club is another milestone of creating surprising consumer experiences to connect with millennials and travelers around Lancôme’s iconic makeup products, i.e. Teint Idole Ultra Wear Foundation and new L’ Absolue Rouge Ruby Cream in an impactful way.

 

“This perfect O2O retail execution would not be made possible without the support of Hyundai Department Store Duty Free Co. I would like to thank on behalf of the brand to Hyundai Duty Free’s management team. I look forward to our next collaboration.”

Hwang Hae Yeon, President of Hyundai Department Store Duty Free Co. adds: “This event was full of unprecedented experiences, aligning well our strategy with Lancôme Travel Retail Asia Pacific to heighten shoppers’ engagement by offering inaugural experiences that extend beyond traditional retail. In this climate of robust ecommerce growth, the Lancôme Seoul #Unstoppable Club offers the perfect opportunity to drive O2O conversions and traffic.

 

“We are very happy to be part of this as we celebrate our first anniversary this year, and we hope to continue this momentum moving forward.”

 

The entire Hyundai Duty Free store on the 9th floor was taken over by Lancôme for the month of the event.