Lancôme enters new era by advancing Génifique for first time in 10 years

By Charlotte Turner |

Lancôme-Microbiome-Hub-Hong-Kong-leadL’Oréal-owned Lancôme Travel Retail Asia Pacific began a new chapter in its skincare innovation with the introduction of its New Advanced Génifique at the Lancôme Microbiome Hub on 8 October 2019.

 

Lancôme says this is the first time it has ‘upgraded’ its Génifique formula in 10 years.

 

Located at Hong Kong Hysan Place Atrium, the Lancôme Microbiome Hub was designed in partnership with DFS Group to ‘immerse consumers in the cutting-edge innovation and pioneering science of the New Advanced Génifique formula,’ says the brand.

 

Since its launch in 2009, Lancôme’s No.1 hero product for travel retail has sold over 25 million bottles worldwide.

 

BESPOKE EXPERIENTIAL CONCEPT

“The timeless formula is now enriched with a new-patented complex of 7 pre- and probiotic fractions that acts on the skin microbiome, delivering healthy, youthful skin,” says Lancôme.

Lancome-DFS-Hong-Kong-Microbiome-Hub-group-photo

From left to right: Tiffany Lam, Senior Partner of Hysan; Prudence Kan, Area Manager of Lancôme Travel Retail Asia Pacific; Parker Gundersen, Region President – Asia North at DFS Group; Hsiao-Wei Cheng, Director of Global Merchandizing at DFS; Rafaele Brzuchacz, Marketing Director of Lancôme Travel Retail Asia Pacific; James Holloman, VP of Category & Retail Marketing at DFS; Stephanie Chan, Group Product Manager of Lancôme Travel Retail Asia Pacific; Jared Flint, Director of Category Marketing at DFS.

To promote its new formula, the Lancôme Microbiome Hub was designed; an experiential concept, which aims to reinforce the iconic status of the Advanced Génifique and features a striking 3D digital Génifique billboard.

 

The 2.5 meter-high giant LED Génifique bottle showcases the power of the iconic product and illustrates how the new formula paves the way for the new era of skin microbiome.

 

At the hub consumers are invited to try out the formula and discover the power of microbiome science with the automatic formula sensor and have fun playing at the interactive digital table.

 

Guests can also personalise and share their GIF at the microbiome photokiosk.

Lancôme-Microbiome-Hub-Hong-Kong-digital-table

The Lancôme Microbiome interactive digital table.

Consumers can also key in their names onto the New Advanced Génifique Giant LED bottle and strike a pose with the display.

 

Lancôme-Microbiome-Hub-LED-giant-Genifique

Consumers can key in their names onto the New Advanced Génifique Giant LED bottle and strike a pose with the display.

NEW AGE OF MICROBIOME

Finally, personalised engraving services are provided with any purchase of the New Advanced Génifique.

 

The journey ends with guests returning home with exclusive Lancôme gifts and macarons.

 

“I am very excited to celebrate Lancôme’s best-loved icon product: Advanced Génifique, now upgraded with the most cutting-edge innovation from Lancôme skincare lab after 15 years of ground-breaking technology research in the whole new age of microbiome,” says Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific.

 

“I am proud to work with our long-time partner DFS again in another innovative outpost to bring the product experience live to our dear customers.”

 

“DFS is committed to providing outstanding and thrilling experiences for our discerning traveling customers,” says Christophe Marque, Senior Vice President Beauty, DFS Group.

 

“We are proud to once again partner with Lancôme, who has been at the forefront of innovative skincare, in unveiling this Lancôme Microbiome Hub.

 

“Through an exciting mix of experiential retailtainment and digital touchpoints, microbiome science is now revealed to all beauty lovers.”

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...

International

DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend