L’Oréal Paris and China Duty Free Group (CDFG) unveiled a recent pop-up store to mark the launch of Revitalift Filler HA Serum in Hainan travel retail.

The pop-up, which ran from 1-31 July at the Sanya International Duty Free Shopping Complex, married phygital and retailtainment touchpoints to promote the Revitalift Filler HA Serum.

Visitors were greeted with a life-sized L’Oréal Revitalift HA Serum illumination before entering the pop-up.

Inside, they were guided by brand ambassadors on an educational journey to learn more about the ingredients, formulation and efficacy of the product franchise and innovations at the Product Discovery Zone, denoted by four futuristic pillars.

The pop-up included an intuitive online skin consultation from Skin Genius – L’Oréal Paris’ skin diagnostics tool powered by AI, and one-on-one tailored recommendations of the best-selling product ranges: Revitalift Filler HA Filler, Youth Code and Revitalift Classic.

Consumers could make purchases via the brand’s first-ever shop & go touchpoint and redeem additional gifts.

Online-offline experience

Visitors were able to quench their thirst and stay hydrated by availing of a complimentary lemonade in a reusable and customisable L’Oréal Paris-branded bottle.

Meanwhile, a moving conveyor belt exhibiting the brand’s signature products served as a photo zone for visitors to snap ‘Instagrammable’ and memorable photos to be shared.

In a bid to offer a seamless online and offline consumer experience, L’Oréal Paris will host a new disruptive livestreaming format exclusively on CDFG Weibo on 21 September.

During the brand’s first-ever talk show livestream, top Chinese beauty influencers Ryan毛小星 and 明仔和二毛子 will share beauty tips and their favourite L’Oréal Paris products for an interactive and engaging session with viewers.

L’Oréal Paris will be collaborating with dermatologist Diana 交大硕士 who will cover skincare topics on the efficacy and science behind its products.

Arnaud Darde, General Manager of L’Oréal Paris Travel Retail Asia Pacific, said: “We are very pleased to collaborate with China Duty Free Group to create such an impactful pop-up that embodies both science and innovation.

“This Revitalift Filler pop-up is a perfect example of a complete online-to-offline journey to bring our #1 Serum from Europe to our Chinese travelers in Hainan.”