L’Oréal Groupe opens 19 new boutiques at China’s duty free mega mall

By Faye Bartle |

Prada at Haikou International Duty Free Shopping Complex.

Prada Paradox counter at Haikou International Duty Free Shopping Complex.

L’Oréal Travel Retail Asia Pacific has launched an impressive 19 new boutiques at CDF Haikou International Duty Free Shopping Complex in Hainan, China.

Billed as the ‘largest single duty free shop’ on the planet (the complex spans 930,000 sqm with a 280,000 sqm commercial footprint), the recently opened mega mall by China Duty Free Group (CDFG) features more than 800 international and domestic brands in total, including many ‘firsts’.

With its new boutiques at the high-profile emporium, L’Oréal is seeking to ‘enhance’ the shopping experience for travellers, with a ‘strong focus on consumer service and retail excellence’.

The sprawling mall now carries L’Oreal’s full beauty portfolio of 19 beauty brands, including the group’s newest addition, Prada Fragrances.

“As L’Oréal Travel Retail and China Duty Free Group, we share the same passion to provide ‘Beauty for All Travelers’,” said Vincent Boinay, President of L’Oréal Travel Retail.

“Haikou International Duty Free Shopping Complex is a symbol of our 20 years of great collaboration.

“We are proud to showcase the best of beauty with our 19 brand flagship boutiques welcoming Chinese travellers to live the exclusive L’Oréal experience – best in retail expression, best in beauty tech innovation, best in services, best in engagement and best in sustainability.”

La Roche-Posay and Vichy at Haikou International Duty Free Shopping Complex.

La Roche-Posay and Vichy at Haikou International Duty Free Shopping Complex.

Visitors can expect an engaging shopping experience at the company’s various flagship boutiques, with hi-tech beauty innovations at the fore.

Tech-enabled beauty services available include: Lancôme Skin Screen; SkinCeuticals SkinScope; L’Oréal Paris Science Table; Yves Saint Laurent (YSL) Neuro Fragrance Consultation; and Kérastase’s Kérascan for scalp and hair.

There’s also a pop-up offering blow dry services.

Expert consultation services are available for skincare, make-up and haircare, as well as personalised treatments carried out at professional skincare cabins by Lancôme, Helena Rubinstein, SkinCeuticals and Armani Beauty.

Valentino Beauty at Haikou International Duty Free Shopping Complex.

Valentino Beauty at Haikou International Duty Free Shopping Complex.

CDFG’s ‘Scan and Purchase’ initiative allows for a seamless buying experience, complete with reduced queuing and waiting times.

“With CDF Haikou International Duty Free shopping complex, CDFG’s vision is to build a shopping destination that will set a new benchmark for travel retail,” said Charles Chen, President of China Duty Free Group.

“We are delighted with the 19 outstanding and amazing beauty boutiques, services and experiences that L’Oréal has designed for our complex.

“These boutiques will certainly give our travellers many reasons to visit and repeat.”

Kérastase at Haikou International Duty Free Shopping Complex.

Kérastase at Haikou International Duty Free Shopping Complex.

Sustainability is a key part of the proposition.

The mall itself is the first in China to earn the Leadership in Energy and Environmental Design (LEED) Gold certification.

Further to this, all the store counters in the complex have been constructed using eco-certified and recyclable materials.

Lancôme at Haikou International Duty Free Shopping Complex.

Lancôme at Haikou International Duty Free Shopping Complex.

Six key brands from L’Oréal’s portfolio in the shopping complex have also applied for LEED Certification with an expected Gold label for Lancôme, Kiehl’s, Helena Rubinstein, YSL Beauté Armani Beauty and Shu Uemura, according to the company.

All pop-ups and future retail animations will be built according to L’Oréal’s Eco-Design Golden Rules, which help to ensure eco-friendlier materials are used and concepts can be disassembled and re-used in the future.

Prada Paradox.

A Prada Paradoxe activation outside the Haikou International Duty Free Shopping Complex.

The L’Oreal brand boutiques and counters available at Haikou International Duty Free Shopping Complex are: Armani Beauty, Atelier Cologne, Biotherm, Helena Rubinstein, Kérastase, Kiehl’s, Lancôme, La Roche-Posay, L’Oréal Paris, Maison Margiela, Prada Beauty, Ralph Lauren, Shu Uemura, SkinCeuticals, Urban Decay, Valentino Beauty, Vichy, Viktor&Rolf and YSL Beauté.

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