Urban Decay marks Hainan anniversary with AYAYI ‘virtual icon’ partnership

By Kristiane Sherry |

Urban Decay Hainan activity included the Naked Your Way experienced

L’Oréal-owned Urban Decay Travel Retail has celebrated its first anniversary in Hainan, and the opening of a new point-of-sale with China Duty Free Group, with a blockbuster bar takeover, KOL activity, and a make-up collaboration with Chinese virtual celebrity AYAYI.

From 22-26 December Urban Decay transformed IPK Bar, in Houhai Village, Sanya, Hainan, into a Venice Beach-inspired pop-up, harking back to the cosmetic brand’s roots.

Chinese singer-actress Chloe Xie, key opinion leaders (KOLs), and travellers all joined the party, in honour of the brand’s anniversary and new location.

Through the collaboration with AYAYI, Urban Decay showcased looks inspired by the ‘meta-human’, brought to life with the brand’s range of vegan and cruelty-free products. 

Urban Decay’s All Nighter Setting Spray, the new Naked Mini Palette and Moondust Eyeshadow were all used as part of the partnership. 

During a preview party on 22 December 2022, influencers and special guests took part in a range of experiences. ‘Lock Your Look’ showcased the brand’s ‘magic’ products; ‘Naked Your Way’ encouraged partygoers to express their inner selves, and a ‘Glitter 24/7’ booth saw them strike a professional photo pose.

The preview event reached a collective audience of 43 million people.

Urban Decay’s livestream night out

The Urban Decay experiential space was then opened to the public on 24 and 25 December, before a livestream ‘night out’ on CDFG’s social platforms on CDFG’s social platforms. 

Urban Decay has partnered with ‘meta human’ and virtual influencer AYAYI (L,C); the Glitter 24/7 booth

Hosted by both CDFG and Urban Decay China spokesperson Chloe Xie (who has over 10.1 million followers on Weibo), the event marked the celebrity’s first official brand visit to Hainan. 

The livestream racked up over 6.3 million views in less than 45 minutes, while the total event garnered over 63.4 million views over Weibo and Red. 

Since it launched in Hainan in late 2021, Urban Decay has experienced “strong acceleration” in China, according to the brand. 

Urban Decay’s live stream with CDFG and Chloe Xie reached 6.3 million views

“This is a breakthrough pop-up of many firsts for Urban Decay Travel Retail – our first anniversary in Hainan, our first and exclusive collaboration with the unprecedented virtual influencer AYAYI, our spokesperson Chloe Xie’s first-ever official brand visit to Hainan, and the opening of our new counters with China Duty Free Group,” said L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit, Marin Vialle. 

“We are proud of the brand’s strong momentum in the past year and are delighted to have our fans, friends of the brand, and partners join us in this monumental celebration of firsts in Hainan.”

Earlier this year, L’Oréal Travel Retail launched a long-term digital partnership with Tripadvisor to engage travellers in the duty free shopping experience, at every step of the journey.

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