Shu Uemura Makeup Box On-the-go pop-up brings Tokyo vibe to Sanya

The eye-catching entrance of Shu Uemura’s Makeup Box On-the-go pop-up.

L’Oréal Travel Retail Asia Pacific has joined forces with Lagardère Travel Retail to install the first Shu Uemura Makeup Box On-the-go pop-up, at the Sanya Duty Free Shopping Complex in Hainan.

The eye-catching animation, which aims to deliver a Tokyo-inspired shopping experience and cutting-edge makeup artistry to travellers, will run until 28 June.

The red and black pop-up format was inspired by brand founder Shu Uemura’s signature makeup bag. It is complemented by various travel-themed embellishments and a neon-red Torii-style entrance.

Pop-up visitors are greeted by Shu Shu Kokeshi, a new selfie-friendly figurine dressed in a gold Japanese kimono adorned with a traditional black calligraphy design. The mascot’s makeup look was specially created by Shu Uemura’s International Artistic Director Kikuyus Uchiide.

READ MORE: L’Oréal Groupe opens 19 new boutiques at China’s duty free mega mall

Interactive beauty touchpoints

Once inside the pop-up, a QR code gives access to a dedicated landing page, which unlocks three key zones.

The Shu:Looks Arcade showcases eight distinctive makeup looks inspired by famous Tokyo districts: Omotesando, Ebisu, Shinjuku, Shibuya, Ginza, Harajuku, Roppongi, and Daikanyama.

The pop-up’s Shu:Looks arcade zone showcases eight different makeup looks inspired by famous Tokyo districts.

In this zone, travellers can enjoy a makeover, and play a gashapon arcade-style game to help unlock their beauty inspiration, and receive a cleansing oil sachet and gift card prize.

The gashapon arcade-style game provides a fun way to help travellers unlock new beauty inspiration.

The pop-up’s Unlimited Light Festival Zone features kinetic lanterns inspired by Shu Uemura’s renowned Unlimited foundation. It incorporates the Shu:Finder tool (activated via QR code), which harnesses AI analysis to make real-time personalised product recommendations.

Travellers can learn more about the brand’s iconic cleansing oil and enjoy a relaxing shiatsu hand massage in the pop-up’s Shu:Onsen zone.

The third and final zone is the Shu:Onsen, where travellers can treat themselves to a multi-sensorial cleansing ritual. This zone aims to evoke the atmosphere of Toshima Island, the origin of Shu Uemura’s iconic cleansing oil’s star ingredient.

Here, beauty advisors are available to perform relaxing shiatsu hand massages at a stone sink, to further demonstrate the product’s efficacy and sensoriality.

After completing all three touchpoints, travellers are presented with a customisable Shu Shu Kokeshi doll phone ring.

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