L’Oréal Travel Retail Asia Pacific has revealed a preview of its striking showcase at the China International Consumer Products Expo (CICPE) 2022.

The company’s portfolio of 19 heritage and clinical beauty brands will be on display, with the spotlight on Prada fragrances and premium skincare brand Takami, which are making their regional debut at the expo ahead of their launch in travel retail in Hainan.

The B2B2C state-level expo, which is taking place from 26-30 July at Hainan International Convention & Exhibition Centre in Haikou, attracts leading brands from around the world and commands global attention as the largest expo of its kind in the Asia Pacific region, covering a total exhibition area of 80,000 square metres.

The 2021 instalment of CICPE attracted nearly 1,500 domestic and overseas exhibitors from approximately 70 countries and regions, according to the Hainan International Economic Development Bureau.

This year’s L’Oréal Pavilion has been strategically designed to be intuitive and offers a digital yet immersive experience powered by L’Oréal’s beauty tech.

The guest journey will be divided into six sections, each encapsulating a key value that comprises L’Oréal Groupe’s ‘Sense of Purpose’.

“This year, our standalone exhibition space will span a sprawling 625 square metres – much larger than the 500 square metres we had in CICPE last year as a testament to the immense growth we’re witnessing,” said Tao Zhang, Managing Director of L’Oréal Travel Retail Asia Pacific.

“As a Groupe, we’re extremely proud that the entirety of the L’Oréal Pavilion will be built according to L’Oréal’s golden sustainability standards, optimising weight, certified recycled, reusable, and separable materials.”

The first stop on the journey is ‘The Future of Beauty’, which invites visitors to delve into a selection of L’Oréal’s latest beauty technology innovations.

Examples include the L’Oréal Paris Skin Genius skin analysis tool, which is being showcased alongside the new Revitalift Filler Hyaluronic Acid Serum, which L’Oréal reports will be ‘exclusively available to the Hainan market’.

From Kiehl’s comes the new Derma Reader Pro Diagnosis (which is making its first outing in the travel retail market) alongside the Instant Skin Reader Diagnosis QR code.

This is in addition to a sneak peek of the brand’s new Mr. Bones Augmented Reality tool (also a travel retail exclusive), as well as the SkinCeuticals SKINSCOPE Diagnosis Service.

For the ‘Beauty For Our Planet’ area, visitors can discover planet friendly initiatives, such as Biotherm’s newly launched Cera Repair Cream, which demonstrates that brand’s commitment to ocean protection, and the marine-safe Anthelios sun care range by La Roche Posay.

The ‘Best of Experiential Beauty’ area is dedicated to the premium end of L’Oréal’s portfolio, featuring the Lancôme Absolue range as well as the Lancôme Skin Screen advanced skin diagnosis tool.

To celebrate the 210th anniversary of Helena Rubinstein’s Black Bandage range, the coveted RePlasty Night Cream will be presented along with the option to have a personalised skin consultation and hand massage.

Giorgio Armani will be introducing the Crema Nera Supreme Reviving cream and Reviscentalis Meta Concentrate Serum whereas Kérastase will be presenting its luxury anti-ageing hair care range and Kérascan hair and scalp diagnosis tool.

Fragrance fans will gravitate towards the ‘Immersive Olfactory Beauty’ zone, at which Maison Margiela will be launching its new EDT for Spring, When The Rain Stops, and Giorgio Armani will be unveiling My Way and Armani/Privé.

This is in addition to scents on display from Yves Saint Laurent Beauté, Atelier Cologne and Viktor & Rolf.

At the ‘Diverse Expression of Couture Beauty’ stop, visitors can discover Yves Saint Laurent Beauté (and learn about the brand’s commitment to social and environmental issues), as well as Valentino Beauty (another brand making its CICPE debut) and the Armani Beauty brand.

The final part of the journey, coined ‘Beauty to Come’, is dedicated to the two brands that are being introduced to travel retail Hainan: Prada’s latest fragrance offers ahead of the official launch of its beauty line in 2023 and Japanese clinical skincare brand Takami, also launching in 2023.

“By leveraging the advantages of the Hainan market and Hainan Free Trade Port, CICPE continues serving as a ground-breaking platform for exhibitors to display their high-quality consumer goods, thus contributing to a more dynamic consumption market in Hainan and China,” said Fabrice Megarbane, President of L’Oréal North Asia Zone and CEO of L’Oréal China.

“As a leading beauty industry player, L’Oréal is very glad to participate in CICPE for two consecutive years, to continue seizing the immense potential of the Chinese market.

“And we also want to inject strong momentum into the consumption recovery this time. Moreover, 2022 marks the 25th anniversary of L’Oréal China.

“At this moment, we bring our new brands, products, and technologies to showcase our commitment to meeting the diversified demands of Chinese consumers, meanwhile enhancing co-evolution with all stakeholders and local partners to contribute to the high-quality development of the beauty industry in China.”