Estée Lauder has launched the global brand’s spectacular Holiday campaign, “Joy Unwrapped,” across Asia Pacific, inviting travellers to immerse themselves in the joy of gifting.
Drawing inspiration from the festive ritual of unwrapping and unboxing gifts, every element of the campaign – from global and regional pop-ups, exclusive holiday gifting moments, to the refined high-touch experiences – is designed to evoke wonder and anticipation, turning each encounter into a celebration of giving.
Estée Lauder “Joy Unwrapped” Pop-up at DFS Four Seasons in Macau
The Heart of the Holiday Experience in Macau
This campaign came alive at DFS Four Seasons in the Macau market, where a dedicated holiday installation welcomed travelers throughout November. The setting evoked the joy of unwrapping a beautifully presented gift, with bright, festive accents and an inviting holiday glow. At the Lucky Coin Advent Wall, guests received a token to reveal a sure win gift, adding a moment of anticipation to theirvisit. For those seeking a travel memento, the DFS-exclusive DIY Christmas Bauble Making station invited travellers to craft bespoke ornaments, turning a moment of transit into a cherished holiday keepsake.
Lucky Coin Advent Wall
DIY Christmas Bauble Making Station
Beyond the interactive experiences, the installation featured a dedicated consultation area where Estée Lauder’s skincare experts offered hand massages and exclusive Travel Exclusive sets. Every detail, from the elegant decor to the tailored service, embodied the brand’s promise of luxury, making DFS Four Seasons the ultimate destination for “Joy Unwrapped.”
Shoppers can also experience the same wonderful festive activations at DFS Sun Plaza in the Hong Kong market from 22 November until 11 January, with festive décor and cheerful interactions inspired by the DFS Four Seasons installment. The space invites travelers to pause, wander at a relaxed pace, and enjoy the quiet joy and comfort of the holidays.
The Art of Personalized Gifting in Hainan
From November 18 until December 31, at the CDF Haikou International Duty-Free Shopping Complex in Hainan, Estée Lauder is elevating the art of gifting with an exclusive Customizable Ribbon Printing service. This offering invites travellers to personalize their purchases by adding engraved messages, bringing an extra layer of thoughtfulness and sophistication to every Estée Lauder gift. Available only at this location, the experience is complemented by the Lucky Coin Advent Wall and a dedicated consultation area, making holiday shopping both memorable and meaningful.
Estée Lauder “Joy Unwrapped” Pop-up at CDF Haikou International Duty-Free Shopping Complex in Hainan
Illuminating Every Traveller’s Journey
Estée Lauder also extended the “Joy Unwrapped” campaign to Taoyuan International Airport Tasa Meng Duty Free Shop (November 1–30) and King Power One Bangkok (November 1–December 31). Guests could enjoy expert consultations and explore the brand’s signature collections at these vibrant points of transit, ensuring that the Estée Lauder holiday experience was available to all, whether arriving or departing.
Estée Lauder “Joy Unwrapped” Pop-up at Taoyuan International Airport Tasa MengDuty Free Shop in the Taiwan market
Estée Lauder’s “Joy Unwrapped” campaign brought personalized luxury to Asia Pacific Travel Retail. By customizing experiences for different traveller preferences, the brand reaffirmed its leadership in holiday beauty and made every journey a celebration of the joy of gifting.
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