Lancôme Travel Retail Asia Pacific and Hyundai Duty Free are celebrating the impact of the brand’s boldest and largest pop-up, in COEX K-pop Square. The ‘Seoul Unstoppable Club’ ran from 26 October to 3 November, and was unveiled at a glamorous launch party supported by an unmissable large-scale advertising campaign.
In honour of the pop-up, the entire 9th floor of Hyundai Duty Free was also dominated by Lancôme throughout October. The ‘unstoppable’ Lancôme takeover was promoted in-store through a brand podium makeover and elevator wrappings. It gave customers the opportunity to receive a Lancôme beauty experience, outside of the pop-up in COEX K-pop Square.
The digital advertising campaign featured 10 larger-than-life digital screens and made a bold statement in Gangnam.
The star-studded launch was attended by more than 300 guests, 100 media, 60 Chinese and Korean KOLs, as well as VIPs from Hyundai Duty Free and Lancôme Asia Pacific Travel Retail. Korean celebrity and South Korean Lancôme brand ambassador Suzy Bae also made a special appearance. Bae is one of South Korea’s biggest stars and is known for her roles in Korean dramas ‘Vagabond’ and ‘While You Were Sleeping’.
The Seoul Unstoppable Club highlighted two of Lancôme’s beauty bestsellers: the Teint Idole Ultra Wear Foundation and the new L’Absolu Rouge Ruby Cream. The pop-up was a phygital playground full of exciting gamification and personalisation elements that fully integrated online and offline experiences. The pop-up has been described as a fantastic ‘O2O retail execution’ (offline to online) by both Lancôme and Hyundai Duty Free.
Inside the pop-up, guests began their ‘unstoppable’ beauty experience with a personalised makeover courtesy of Lancôme’s makeup artists. Afterwards, they were encouraged to ‘declare their attitude’ and take videos at the Teint Idole Wall, which was an interactive digital booth. This was followed by the ‘Ruby Lift’ experience which gave guests a ‘kaleidoscopic lift’ using their own favourite Ruby Cream lipstick shades.
The event highlight was Lancôme’s ‘Unstoppable Roller Disco Rink’ – a full-sized roller-skating rink which included everything from skate rentals to disco music. To further illustrate the pop-up’s offline to online appeal, the experience ended with customers purchasing their favourite Lancôme beauty products through Hyundai Duty Free’s e-commerce site and claiming exclusive gifts at the airport.