Make Up For Ever and CDFG launch HD Skin pop-up in Hainan duty-free

By Faye Bartle |

Make Up For Ever Travel Retail APAC and China Duty Free Group's HD Skin Foundation activation at Sanya International Duty Free Shopping Complex in Haitang Bay.

Make Up For Ever Travel Retail APAC and China Duty Free Group’s HD Skin Foundation activation at Sanya International Duty Free Shopping Complex in Haitang Bay.

Make Up For Ever Travel Retail APAC and China Duty Free Group (CDFG) have joined forces to bring the brand’s new liquid foundation, HD Skin Foundation, to Sanya International Duty Free Shopping Complex in Haitang Bay.

The HD Skin Exploration Journey pop-up is running from 1 June to 28 June 2022 and is the brand’s first pop-up store in Hainan duty-free.

The interactive pop-up invites customers to discover professional tips for achieving a flawless look through the various touchpoints and sensory showcase.

It follows the global launch of the HD Skin Focus On Me campaign in February 2022,  featuring the Global Brand Spokesperson, Chinese singer, rapper and dancer, Liu Yu Xin (刘雨昕).

The worldwide campaign also starred a strong cast of empowered female icons, such as French supermodel Tina Kunakey, Lebanese Global influencer Nour Arida, American actress-producer Marsai Martin and British-Japanese singer Rina Sayawama.

At the Sanya International Duty Free Shopping Complex pop-up, customers are enticed to discover the new foundation in a multitude of fun, educational and interactive ways.

Those seeking a more personal touch can request a one-to-one consultation with the make-up expert.

Those seeking a more personal touch can request a one-to-one consultation with the make-up expert.

Firstly, the there is a game that ties in with the launch campaign theme of ‘Focus On Me’, which challenges customers to experience the ‘undetectability’ of the HD Skin foundation.

The task is to detect and tap the product as it appears behind a virtual camera lens in under 30 seconds.

Those who are successful a treated to samples with any purchase at the pop-up.

There’s also a hi-tech discovery bar, which allows shoppers to discover best-sellers that suit their individual skin type by following the Prep, Unify to Set & Finish routine.

The intuitive interface guides customers on how to choose products based on their skin type or desired make-up result, with professional application tips and advice on tools to use for a flawless finish.

The interactive pop-up invites customers to discover professional tips for achieving a flawless look through the various touchpoints and sensory showcase.

The interactive pop-up invites customers to discover professional tips for achieving a flawless look through the various touchpoints and sensory showcase.

Those seeking a more personal touch can request a one-to-one consultation with the make-up expert who is on-hand to offer shade-matching advice, as well as an express retouching service.

This part of the activation is also dedicated to helping customers to find a make-up routine tailored to their specific needs and preferences, highlighting best-sellers such as the Ultra-HD Micro-Finishing Loose Powder, Ultra HD Setting Powder and Mist & Fix Setting Spray.

Customers can finish their HD Skin Exploration journey by snapping a photo at the three-metre-tall HD Skin bottle wall, which is inspired by the packaging of the foundation.

The visual features four coloured caps to highlight the four skin tone families across the 40 shades available.

The HD Skin Foundation follows the success of Make Up For Ever’s Ultra HD foundation, which launched in 2008.

Described as an ‘undetectable’ foundation, its formulation contains a duo of perfecting and micro-blurring powders that have a blurring effect on imperfections, with an ultra-light texture that promises not to ‘crackle’ or leave dry patches throughout the day.

Made in France, it is free from animal-derived ingredients, the cap is made with bio-sourced plastic and the glass bottle is both recycled and recyclable.

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