YSL Beauté and CDFG stage immersive pop-up for CNY at Haikou’s Mova Mall

By Luke Barras-hill |

YSL Beauté Travel Retail Asia Pacific has activated a pop-up at the Mova Mall downtown shopping precinct in Haikou, Hainan to celebrate Chinese New Year.

The pop-up, a collaboration with China Duty Free Group (CDFG), runs through 28 January.

On 6 January, a grand ceremony took place revealing make-up shows, livestreaming and a live concert performed by celebrity AnQi in the presence of top beauty influencers.

Featuring interactive retailtainment, the pop-up exudes ‘the courageous spirit of the tiger’, says YSL Beauté, while playing on the surreal and futuristic by highlighting the brand’s star products across three universes: makeup, skincare, and fragrance.

Clad in striking velvet, the pop-up makes use of disruptive technology, inviting guests to step inside a 3D room decked out with virtual Chinese New Year characters.

IMPRESSIVE LIVESTREAM FOLLOWING

A virtual tiger guides visitors on a journey, which continues with a digitalised fortune drawing game spotlighting the brands’ star products in which participants can partake for a chance to redeem a special gift.

A grand ceremony took place on 6 January, drawing a large crowd of consumers (pictured below) in addition to being livestreamed, leading to more than 12.2 million views on CDFGs weibo account (pictured above).

As part of YSL Beauté’s sustainability commitment, the pop-up has been produced using FSC- and ECO-certified, recyclable and renewable materials wherever possible.

To further the outreach, top beauty influencers are connecting via digital and social communities throughout January, with beauty influencers and makeup artists  leading tours of the pop-up where they will also demonstrate products and deliver beauty talks.

The grand ceremony on 6 January was livestreamed, generating more than 12.2 million views via CDFG’s Weibo account.

“We’re pleased to collaborate with China Duty Free Group to celebrate the Lunar New Year with this immersive and futuristic YSL Beauté pop-up that embodies the colour and characters of the Year of the Tiger,” said Youssef Benkirane, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific.

“Our mission remains to bring the best retail expression and retailtainment to our consumers by offering a unique and memorable brand experience in Hainan.”

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