YSL Beauté Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to introduce the new Or Rouge premium skincare range into travel retail in Hainan.
The high profile campaign commenced with an immersive pop-up at Sanya International Duty Free Shopping Complex in Haitang Bay (from 2-29 March) and culminated in two dazzling celebrity events that attracted large audiences both online and offline.
Next-generation anti-ageing skincare hero, Crème Essentielle (which contains a skin rejuvenating ‘rare and precious saffron pistil extract’ from the High Atlas Mountains of Morocco), played a starring role in the activations.
“YSL Beauté has become a strong skincare player over the last few years with the success of our Pure Shots range,” said Marin Vialle, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific.
“The launch of our new Or Rouge premium line is a major addition to our portfolio – it is highly strategic for us, particularly in Hainan.
“We were very happy to celebrate this milestone through this month-long skincare activation with our longtime partner CDFG.
“This was only the first step of our plan – just like in our Haitang Bay pop-up, we will keep offering all travellers elevated skincare services and experiences to durably install this new range.”
At the interactive pop-up, visitors could discover the science behind the Or Rouge range with the help of an interactive tablet that could be used to activate the ‘saffron pistil wall’ and present engaging product stories on screen.
Guests could also shop by scanning the QR code on the tablet for a seamless O+O (online-to-offline) retail experience.
Professional skincare consultations were also available, utilising YSL Beauté’s AI-powered skin diagnosis tool: Urban Skin Check.
YSL Beauté’s Pure Shots skincare line (which takes a targeted approach to fighting signs of fatigue and encourages cellular renewal overnight) also featured in the pop-up.
For the first big campaign event, on 22 March, supermodel and actor Hu Bing (a long-time user of YSL skincare who is well-known for his skincare expertise) hosted an intimate skincare talk.
He was joined by seven KOLs and distinguished guests from CDFG to present the new Or Rouge range.
During the exclusive session, Hu Bing shared his skincare tips on anti-ageing, helping audience members to gain an in-depth knowledge of the products.
Just one day later, on 23 March, YSL Beauté continued the celebrations with another high-profile event at Sanya International Duty Free Shopping Complex.
Hu Bing and Nathan Lee (a well-known singer and actor) took the audience on a ‘fun and engaging’ sensory journey.
Hu Bing shared his tips and tricks on how he keeps his skin in tip-top condition, while giving a comprehensive introduction to the range.
Nathan Lee created a dedicated Or Rouge soundtrack together with the audience by pushing the sensorial features of the range through the use of Autonomous Sensory Meridian Response (ASMR).
The livestream for the event attracted an impressive 52 million views.
“We are grateful for the strong strategic partnership that we have shared with YSL Beauté Travel Retail Asia Pacific,” said Wang Yi, Vice President of Hainan Provincial Duty Free & Deputy General Manager of CDFG (Sanya) Downtown Duty Free Store.
“We extend our warmest congratulations to our partner on the successful launch of Or Rouge, the brand’s premium skincare line in Hainan.
“The success of this launch is a testament to our joint commitment to providing high-quality products that cater to the needs of our customers.
“We look forward to more collaboration in the future to bring a premium and sophisticated retail experience for all Hainan travellers.”