In collaboration with China Duty Free Group (CDFG), L’Oréal Paris ushers in the Lunar New Year by unveiling its digital-first L’Oréal Paris Maison pop-up in Hainan.
Featuring the brands’ newly launched Revitalift Filler HA Serum, a fully integrated online and offline (O+O) takeover comes alive with a series of engaging retailtainments, along with seamless integration onto travellers’ online touchpoints. The takeover runs from January 1 until February 28.
In celebration of the Year of the Tiger, through different online touchpoints of a traveller’s journey, an invitation is sent to Hainan travelers onto a captivating L’Oréal Paris virtual shopping experience. Entering to the 1st floor of the virtual pop-up, visitors are invited to a virtual skin consultation with Skin Genius – L’Oréal Paris’ skin diagnostics tool powered by advanced artificial intelligence. On the 2nd floor, a laboratory-inspired room allows visitors to explore virtually the science behind the brand’s iconic products, Revitalift Filler HA Serum, Youth Code, Filler Eye Cream for Face, Revitalift Classic and Age Perfect Cell Renew. At the final stop of the journey, guests are able to purchase their desired L’Oréal Paris products at the CDFG e-shop.
Located at the Sanya International Duty-Free Shopping Complex, the immersive experience continues inside the L’Oréal Paris Maison pop-up decked out in celebratory hues of red and gold, and visuals of roaring tigers. Guests are greeted by the Maison butlers at the entrance where they are introduced to the exclusive launch of the Revitalift Filler HA Serum in Hainan Travel Retail. Visitors may receive a limited-edition L’Oréal Paris Lunar New Year souvenir after receiving personalized skincare routine recommendation powered by Skin Genius.
L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 36 diverse and complementary brands, the Group generated sales amounting to 29.87 billion euros in 2019 and employs 88,000 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce. Research and innovation, and a dedicated research team of 4,100 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world. L’Oréal sets out ambitious sustainable development goals across the Group for 2030 and aims to empower its ecosystem for a more inclusive and sustainable society.
To marry the online and offline experience, top Chinese influencer, 迟池Chichi, held a livestream session on January 13 with CDFG on weibo. During the livestream, she relayed her New Year’s wishes to her fans and travelers, and shared about her favourite L’Oréal Paris products.
“We are pleased to unveil the L’Oréal Paris Maison pop-up to celebrate the Year of the Tiger in collaboration with China Duty Free Group. The digitally powered consumer experience is another important milestone for our brand as we continue to reinvent the consumer experience. We are thrilled with the reception and look forward to presenting more exciting adventures for digital savvy travelers across Asia Pacific in the near future,” says Arnaud Darde, General Manager of L’Oréal Paris Travel Retail Asia Pacific.
“It is with great pleasure to collaborate with L’Oréal Paris Travel Retail to create a unique online and offline shopping experience for our travelers in the lead-up to the Lunar New Year celebrations. With L’Oréal Paris’ commitment to beauty and technology, we hope that this pop-up will deliver a memorable brand experience for our travelers during this festive season at Sanya International Duty Free Shopping Complex,” says Grace Wang, General Manager of Perfume & Cosmetics, Central Merchandising Division at China Duty Free Group.
