L’Oréal hosts Armani My Way and Crema Nera events in Hainan island

By Andrew Pentol |

The My Way Giorgio Armani new feminine fragrance.

L’Oréal Travel Retail Asia Pacific hosted two Giorgio Armani events at Haitang Bay on Hainan island in May.

With the introduction of My Way, Giorgio Armani’s new feminine fragrance, L’Oréal created an eco-designed outdoor podium at the China Duty Free Group Haitang Bay Mall.

According to L’Oréal, My Way embodies a strong and singular statement of sustainability and femininity that celebrates oneself and the world.

L’Oréal said that the My Way podium encapsulated a spirit of curiosity and connection that revealed the wonders around us.

The three-metre tall My Way flacon prompted visitors to embark on a journey through various touch-points. Visitors mailed personalised post-cards to loved ones with their own polaroid cameras and immerse themselves in a virtual travel journey to experience the world using a virtual reality headset on their smartphones.


Guided by My Way actress and ambassador Adria Ariona visitors could cast floating lanterns into the water and experience the lights of the Loi Krathong Festival in Thailand or partake in the ritual of a matcha tea ceremony in Tokyo.

Visitors were also presented with videos revealing details of where each bottle is conceived.

Last month, Giorgio Armani also showcased its Crema Nera ultra-premium skincare range in Sanya, with a pop-up space and spa hosted at the Sanya Edition hotel. Travelling visitors discovered the world of Crema Nera through different experiences and personalised services.

Kicking off the initiative which started on 1 May during Golden week, an exclusive event was held in the presence of local celebrities Orfila Wu and Vin Zhang. Local press, influencers and VIPs also attended.

Guests discovered the science and properties behind Crema Nera through immersive activities and an interactive masterclass.

Guests experienced a personalised skincare journey through a series of immersive activities and an interactive masterclass to discover the science and properties behind Crema Nera.

The event included a live-streaming moment during which the celebrities shared their Crema Nera experience with their online community and travellers.

Infused with Reviscentalistm extract from the miracle Myrothamnus flabellifolia resurrection plant, Giorgio Armani’s Crema Nera skincare line includes its Supreme Reviving Cream.

Chinese actor Vin Zhang experienced the Crema Nera massage ritual.


OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...


TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...


TR Consumer Forum welcomes Gulf Beverages

TRBusiness is proud to announce Gulf Beverages and African + Eastern as Diamond Sponsors for the...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend