Prada Beauty rounded off 2022 with an activation spotlighting the launch of its new signature feminine fragrance Prada Paradoxe at the CDF Haikou International Duty Free City Shopping Complex, which opened in October.
In November, China Duty Free Group collaborated with the brand to showcase a three-storey outdoor pop-up that allowed visitors to step inside giant bottles for a digital experience that acted as a preview to another pop-up located inside the mall, as previously reported.
The outdoor pop-up, located at the west entrance to the mall, sported white and black chequered flooring synonymous with Prada Beauty and represented the tallest Prada Paradoxe pop-up in the world.
A second pop-up (pictured below) could be found at the centre of the AURA atrium at the CDF mall.
Adorned in signature Prada green, the translucent pop-up allowed visitors a 360-degree view of the layout and was flanked by a 27-metre high digital screen to encourage shoppers to visit.
Inside, different zones spotlighted the fragrance’s ingredients: neroli bud, Ambrofix and Serenolide, with an interactive screen allowing visitors to discover how the ingredients contribute to the sensory journey.
Meanwhile, a photography zone welcomed guests to the universe of Prada Paradoxe using VR technology.
Using an AR lens, visitors could select various scenes, eye makeup and Prada embellishments – which took inspiration from the Prada Paradoxe campaign featuring actor Emma Watson – and share images and experiences on social media.
In addition, a fragrance experience zone integrated into the popup presented the full range of Prada fragrances.
The Les Infusions Experience Zone permitted visitors to interact with the collection and discover the ingredients and technology to create the olfactory experience.
L’Oréal Travel Retail Asia Pacific General Manager of Designer Brand Fragrances Ricardo Schmidt Diaz said: “Prada Beauty is a brand of perpetual exploration and reinvention, with a perspective of uncompromised quality and radical elegance.
“This marks the launch of Prada Paradoxe in travel retail for Asia Pacific and we are proud to have partnered CDFG in this significant milestone. Today we see more consumers embracing fragrances and integrating into their beauty routine.
“We hope that with the strong launch of Prada Paradoxe, it will help Chinese consumers discover and love this avant-garde and sophisticated brand. We are looking forward to even more collaborations with CDFG to bring unique, immersive fragrance experiences to our consumers.”
Separately, Prada Beauty has named Chinese music producer and singer Cai XuKun as Prada Fragrance Ambassador.
In a statement, L’Oreal Travel Retail Asia Pacific says Xakun ‘has always subverted traditional stereotypes with new and innovative ideas to expand the boundaries of music and explore infinite possibilities’.
‘With his unrestrained character of defying convention and daring to face challenges, Cai Xukun perfectly embodies the spirit of Prada Beauty.’
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