Shu Uemura showcases Unlimited collection with CDFG Hainan pop-up

By Trbusiness Editor |

Shu Uemura Unlimited pop-up Hainan CDFG

The Unlimited activation ran from 1-31 August.

L’Oréal Travel Retail Asia Pacific teamed up with China Duty Free Group (CDFG) last month, to create a Shu Uemura pop-up at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.

The activation, created to showcase the brand’s best-selling Unlimited collection, ran from 1-31 August.

Shu Uemura Unlimited best-sellers

The pop-up incorporated futuristic black and neon green livery, to appeal to millennial consumers. Harnessing three key touchpoints, the space invited visitors on an exploratory journey to discover Shu Uemura’s high-performing products, and professional tips for achieving long-lasting makeup looks.

The pop-up journey began with an eye-catching giant podium, which featured three of the brand’s best-sellers: Unlimited Breathable Lasting Liquid Foundation; Unlimited Mopo Loose Powder; and Unlimited Makeup Fix Mist.

Together, this “power trio” combination is said to deliver a subtle moisturising yet matte finish, with stay-true colour that lasts for 24 hours without any touch-ups.

Shu Uemura Unlimited CDFG Hainan pop-up

The Unlimited activation was centred around three of the brand’s best-sellers, all designed to deliver long-lasting coverage.

Customers were then invited to trial different makeup products at the pop-up’s Unlimited makeup exploratory bar, including Shu Uemura’s new Rouge Unlimited Kinu Matte Lipstick.

This conditioning formula is said to provide 12 hours of comfortable coverage. Star shade OR599 Tasogare Haze is tailor-made to complement Asian skin tones, according to the brand, as it naturally brightens the complexion with a hint of pinkish orange.

Shu Uemura Unlimited CDFG Hainan pop-up

The pop-up’s e-bike challenge invited visitors to try out the staying power of Shu Uemura’s sweat-proof best-sellers.

Professional beauty advisers were present to offer shade-matching suggestions and application tips.

The pop-up also featured an innovative e-bike challenge, which invited visitors to try out the staying power of Shu Uemura’s sweat-proof best-sellers.

After experiencing all three touchpoints, travellers were invited to claim a Shu Uemura cleansing oil sample via the on-site vending machine.

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


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