L’Oréal displayed its wide portfolio of heritage, luxury, and clinical brands at CICPE 2022.

Beauty giant L’Orèal has impressed visitors to this year’s China International Consumer Products Expo (CICPE) with an imposing stand space and dedicated area for Lancôme.

CICPE runs from 26 to 30 July at the Hainan International Convention & Exhibition Centre in Haikou, Hainan.

It marks L’Oréal’s second outing at the B2B2C state-level expo, after a successful debut last year.

L’Oréal Travel Retail Asia Pacific occupied a 625sq m standalone booth at this year’s convention and oversaw an exclusive 20sq m space for pillar brand Lancôme at the French Pavilion.

As reported, it also took the opportunity to introduce Prada fragrances and cult-loved Japanese skincare brand Takami to travel retail.

Immersive beauty zones

Visitors to the L’Oréal Pavilion were greeted by a façade inspired by L’Oréal’s mission, ‘Create The Beauty That Moves The World’, before delving into an environment powered by the company’s beauty tech innovations.

Highlights included ‘The Future of Beauty’, which showcased its leadership in beauty technology innovations; ‘Beauty For Our Planet’ which reaffirmed L’Oréal’s pledge to protect the beauty of the planet, biodiversity, and natural resources; and ‘Best of Experiential Beauty’, where guests enjoyed the most prestigious range of the portfolio.

Elsewhere, guests were introduced to ‘Immersive Olfactory Beauty’, exhibiting the company’s most revered fragrance brands; ‘Diverse Expression of Couture Beauty’, which paid homage to L’Oréal’s haute couture DNA; and ‘Beauty to Come’, spotlighting Prada fragrances and Japanese clinical skincare brand, Takami.

Cult-loved Japanese skincare brand Takami boosted its profile in travel retail during the week.

“We’re extremely proud to have participated in the China International Consumer Products Expo 2022 once again,” said Tao Zhang, Managing Director of L’Oréal Travel Retail Asia Pacific.

“CICPE is a powerful avenue for us at L’Oréal to showcase our globally renowned brand portfolio and manifest our sense of purpose cohesively to trade partners, media friends, and loyal fans and consumers simultaneously. On behalf of the L’Oréal Travel Retail Asia Pacific family, we thank our friends and family who made L’Oréal CICPE 2022 a resounding success and memorable event.”

Lâncome featured prominently via a 20sq m space at the French Pavilion. 

The Pavilion was built according to L’Orèal’s five Eco Golden Rules: certified recycled FSC, PESC, and mono materials are optimally-weighted, made redressable, and separable for disassembly, and old fixtures from previous L’Orèal animations are reused.

For more on L’Oreal, watch out for the TRBusiness August/September e-zine, coming soon…