Lagardère Travel Retail China, L’Oréal Travel Retail Asia Pacific and Hainan Tourism Investment Duty Free Co (HTDF) partnered recently to host a tech-driven multi-brand ‘Summer Duty Free Party’ at Hainan Tourism Duty Free Shopping Complex.

Powerful skincare lines from Kiehl’s, Biotherm and Helena Rubinstein were displayed on a 842sq m v-shape curved LED screen featuring 3D visuals as part of an integrated pop-up space running throughout August.

After viewing the bold screen at the entrance to the mall, visitors were guided on an online and offline journey of the pop-up space situated on level four.

The brand spaces educated travellers on the future of beauty via interactive ‘retailtainment’ and beauty tech innovations, powered by augmented reality.

PURCHASE THROUGH QR CODES

Kiehl’s skin diagnosis reader allowed visitors to perform a quick and personalised skin analysis; Biotherm highlighted a virtual ocean protection game by scanning a QR code; and Helena Rubinstein’s interactive screen addressed visitors’ skincare concerns with an embedded gift redemption machine.

Travellers were able to make purchases by scanning a QR code and collecting beauty products upon departure at the airport.

 

Travellers also discovered the star products of Kiehl’s, Biotherm and Helena Rubinstein on the HTDF-exclusive ‘Perfect Shopping List Builder’ and Lagardère Travel Retail’s WeChat Mini-Program e-shop.

Fion Ng, General Manager of Skincare Business Unit, L’Oréal Travel Retail Asia Pacific: “We are extremely pleased to collaborate with Lagardère Travel Retail China to unveil a multi-brand pop-up on a scale that has never been seen before. This digitally driven concept casts a spotlight on our iconic skincare brands, Kiehl’s, Biotherm and Helena Rubinstein.

“We are extremely pleased with the reception and we hope to continue to reshape our relationship with Hainan travellers through beauty, dynamic innovation and technologies.”