L’Oréal Paris Travel Retail Asia Pacific and Lotte Duty Free, celebrated the launch of the limited edition, Karl Lagerfeld x L’Oréal Paris makeup collection with an event generating more than 222 million online views.
Themed around ‘We all have a touch of Karl’, the pop-up opened to beauty and fashion-savvy travellers at Lotte Duty Free’s Star Lounge from 6-8 December 2019. The Star lounge is located in the retailer’s main Seoul store.
The collection is complemented by a campaign based on Lagerfeld’s most famous quotes along with his style.
Olivier Tessler, General Manager, L’Oréal Paris Travel Retail Asia Pacific said: “We are proud to launch this exclusive collection in collaboration with our strategic partner, Lotte Duty Free. The beauty collection truly reflects the style and work of the legendary fashion icon, Karl Lagerfeld and celebrates everything L’Oréal Paris stands for — beauty, fashion and women empowerment.”
The ‘We all have a touch of Karl’ event journey began with the campaign visual of spokeswomen, Soo Joo Park, Ming Xi and Luma Grothe, playing their own Karl characters as a tribute to Lagerfeld.
FLASH MAKEUP SERVICE
Travellers could pick their favourite Karl-themed makeup look and receive a flash makeup service from the makeup experts. They also had the chance to be the first to try the products at the ‘Provokative’, ‘Ironik’ and ‘Kontemporary’ makeup zone.
In addition, L’Oréal Paris and Lotte Duty Free launched the Modiface app, an augmented reality technology offering consumers the chance to experience the exclusive makeup collection via the virtual application.
Travellers also had access to a photo area where they could take pictures with Lagerfeld’s oval chair. These taking pictures received an instant photo with a special photo frame and quotes from Lagerfeld.
The three-day event began with a launch party on 6 December. This was attended by 26 local and international key opinion leaders. L’Oréal Paris collaborated with celebrity makeup artist Andy Koh to showcase 10 special curated Karl Lagerfeld x L’Oréal Paris collection looks on a makeup runway show. The show included a live electronic violin performance to replicate the soundtrack of the campaign video.
On the second day, Lotte Duty Free’s ambassador, Pony, hosted a private makeup show for 50 Lotte VVIP guests. The make-up show featured the two ‘Karlism’ looks that she created and posted on her YouTube channel, which has over five million followers. During the show, Pony demonstrated the looks she created to the VVIP customers.