Make Up For Ever Travel Retail APAC is marking another major milestone in its development in the channel with the opening of its first boutique at CDF Haikou International Duty Free Shopping Complex in Hainan, China.

Situated on the second floor of the retail emporium, which has been hailed ‘the largest single duty free store on the planet’, Make Up For Ever’s 63 square metre boutique offers a curated selection of products alongside professional make-up services.

The flagship boutique is dressed in the brand’s signature black, white and red colour palette, inspired by the red make-up artist case used by the company’s founder Dany Sanz.

The vibrant red tiles deliver instant visual impact and draw the eye to the animation of new product launches.

Furthermore, the tiles create a glamorous ‘red carpet’ style welcome for all those entering the boutique.

“We are excited to introduce this new concept, looking to tell the stories of the brand; from the pro collective visual showcasing the 40 international makeup artists co-creating our products to the make-up case design elements found throughout the store, evoking how our founder Dany used to carry her make-up,” said Keith Teoh, Regional Brand GM, TR APAC & SEA-Oceania.

“We hope to let our customers fully immerse in the brand universe with the exciting activities lined up in the coming year.”

The boutique highlights the Pro Collective collection of high performance products created in collaboration with a collective of top make-up artists.

It features a ‘first-of-its-kind’ brand immersion room, at which shoppers delve into the brand universe.

The space will be periodically refreshed with new immersive experiences, such as a pop-up photo studio and live-streaming hangouts.

An intuitive exploratory interface is there to guide them on how to choose products based on their skin type or desired make-up result.

This is in addition to professional tips and advice on how to apply the products, and the recommended tools and application steps.

Next, shoppers can take a photo against the boutique’s Instagram-worthy HD Skin Photo Wall, which has been inspired by the distinctive packaging design of the HD Skin Foundation.

The wall features four coloured caps to distinguish the line’s inclusive and diverse four skin tone families, which is brought to life across 40 shades that are sold worldwide.

Soon, the HD Skin #FOCUSONME Photo Studio will be introduced, inviting shoppers to discover the bestselling HD SKIN franchise through an especially selected line-up of high-performance products for ‘flawless’, ‘undetectable’ make-up.

Shoppers will be able to get creative with the products and snap portrait photographs of the results.

Those who prefer a personal touch can request for a one-to-one consultation with the resident beauty expert to find their ideal foundation courtesy of the shade matching advice and 10-minute complimentary retouching service.

In the coming months, customers can also look forward to a full, customised make-over service and expert guidance on achieving trending looks.