Lancôme Travel Retail Asia Pacific revealed its 2020 retail concept at its ‘newly revamped number one point-of-sale (POS) location at Haitang Bay, Sanya, China, which is operated by China Duty Free Group.

 

International celebrity and ‘brand friend’ Wu Zun attended the opening of Lancôme’s ‘Declaring Happiness’ global campaign across Asia, as he also led a ribbon-cutting ceremony to open the interactive Declaring Happiness pop-up concept.

 

He was also joined by 17 ‘top Chinese social media influencers’ such as LU一丝 and 小猪姐姐 ‘in spreading beauty and happiness’.

 

‘ASTOUNDING DIGITAL OUTREACH’

The beauty company said: “Having achieved an astounding digital outreach of 127m via WeChat, Weibo and live streaming, the event was a tremendous success in elevating the brand’s digital presence and generating genuine brand engagement with consumers.

 

 

SOCIAL MEDIA BUZZ…

“Further bolstering brand engagement and buzz on social media, the influencers also shared additional Weibo stories and WeChat moments in appreciation of Lancôme’s hospitality at the event.

 

The beauty company adds that the Haitang Bay store is the largest travel retail store at 120sqm and the second store to unveil the brand’s latest 2020 retail identity after Lotte Hotel in Seoul.

 

Commenting on the new store design language, Ms. Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific said: “The introduction of the 2020 retail identity to our No.1 POS and largest store in Haitang Bay marks a key milestone in Lancôme Travel Retail Asia Pacific’s plans to transform and optimise our stores for the modern traveller.

 

‘IMMERSIVE EXPERIENCE’

The design concept of the new 2020 store is set to provide an immersive brand environment for consumers to fully experience the world of Lancôme, while at the same time offer time-pressed travellers a quality and smooth shopping experience through the store’s thoughtful layout and features.”

 

Describing the Parisian design ‘apartment with a view’ concept, Lancôme says the new Haitang Bay store is an inspirational place full of discovery with elegant touches of Parisian chic featured throughout.

 

It says: “The interior is warmly lit with soothing tones of greys, white and warm wood to create a more intimate and welcoming feel for customers.

 

 

‘VIRTUAL VIDEO WALLS’

“Against a backdrop of virtual video walls reminiscent of bay windows in a Parisian apartment overlooking the breath-taking panoramas of Paris, customers will be taken through the beautiful four seasons with roses and petal rain or Parisian night under starry firmament taking turn to decorate the walls.

 

“Other key elements to the store include sharing tables for skincare and makeup, as well as a Grab & Go counter.

 

“Featuring the newest product launches, the sharing tables encourage customers to discover Lancôme’s world of beauty, from experimenting with different makeup textures and colours to customising their skincare routine through one-on-one personal consultations with Lancôme’s beauty experts.

 

“Latest launches and travel exclusives are also available at the Grab & Go counter for an easy and fuss-free experience.”

 

 

‘INTERACTIVE POP-UP CONCEPT’

The beauty company said that as part of the celebration of it new Haitang Bay store reopening it has also introduced an interactive pop-up concept that blends retail with entertainment at four different online and offline touch points named after the brand’s key products – Génifique, Absolue, L’Absolu Rouge and Miracle Zones.

 

The company said: “The Virtual Mirror at the L’Absolue Rouge Zone, which is an augmented reality virtual makeover application that allows guests to experiment with different face and lip makeup looks, was an instant hit at the event.

 

“At the Génifique Zone, guests also had the opportunity to win a sample of Advanced Génifique Sensitive through a touch-screen interactive game vending machine.

 

“Complimentary engraving services were also available at the Absolue Zone, where guests can choose to personalise their very own Lancôme mirrors.

 

“While experiencing the Miracle Blossom fragrance at the Miracle Zone, guests were also seen playing with the swing photo booth to recreate their fun Parisian moments against the beautiful backdrop of the Eiffel Tower.”