L’Oréal Travel Retail Worldwide has bolstered its presence in Hainan with immersive pop-ups showcasing the latest launches and best-sellers for Atelier Cologne and Lancôme at Hainan Tourism Duty Free Shopping Complex (HTDF) in Sanya.

The Atelier Cologne Travel Retail Asia Pacific pop-up store, designed to mark the launch of Gaïac Eternel, ran from 2-28 June, 2022.

The activation featured an eye-catching 3D video campaign, played on on an LED wall on a panel outside the mall.

Visitors could discover the new eau de parfum by embarking on a ‘mysterious adventure’ at the store.

They were invited to touch the giant guaiac tree at the centre of the space to active the ‘lifelines of the tree’, and interact with the technology by taking control of the ‘compass’ and making their way through the virtual jungle to find the hidden treasure, cutting a path through the trees as they went.

The air was scented with the new EDP, helping to transport visitors to exotic climes.

Upon completion of the journey, consumers were given exclusive gifts.

Gaïac Eternel is the first perfume in the Atelier Cologne Collection Rare to use guaiac wood from Paraguay as the top note for a smoky and woody scent.

Also making a statement was the ‘summer face make-up’ pop-up animation from Lancôme Travel Retail Asia Pacific and Lagardére Travel Retail, which ran from 1-30 June.

This animation spotlighted Lancôme’s hero make-up franchise Teint Idole Ultra Wear, which is a best-selling foundation in Asia.

The 24-hour long wear foundation is a key product for the summer season and the pop-up highlighted how consumers can stay camera ready thanks to its breathable and lightweight formulation.

The activation marked the first ‘naked eye’ giant 3D video located at the entrance of Hainan Tourism Duty Free Shopping Complex.

Visitors were taken on an interactive and immersive shopping experience with a virtual try-on space allowing people to experiment with new looks, among other fun and entertaining elements.

Samples could be redeemed at the vending machine and a digital media campaign enhanced the lifestyle aspect of the product by providing a variety of summer challenges and daily lifestyle hacks.

More of Lancôme’s best-sellers in skincare and fragrances also featured in the pop-up.