L’Oréal Travel Retail has partnered with CDFG (China Duty Free Group) to launch the ‘Lancôme Absolue Gold Power pop-up’ in the Sanya International Duty Free Shopping Complex in Haitang Bay.
The golden installation was a VIP extravaganza and ran from 2 to 29 November, highlighted the brand’s premium Lancôme Absolue range. It was the first time that CDFG has collaborated with Lancôme Absolue at Haitang Bay.
The Sanya activation followed the success of its Lancôme Absolue’s previous VIP events in Beijing and Seoul earlier this year. These were the brand’s three-day VIP extravaganza in Beijing which was attended by over 400 VIPS and KOLs in July, followed by a two-day VIP event in Lotte Duty Free’s Myeongdong store in September.
“Traveling consumers nowadays are looking for iconic products, desirable brands and memorable experiences. This is precisely what we try to achieve with this first-ever Lancôme Absolue pop-up in Haitang Bay created in partnership with China Duty Free Group.” – L’Oréal Travel Retail Asia Pacific Managing Director Emmanuel Goulin
The star-studded launch event in Sanya was attended by Lancôme Brand Ambassador Chinese Actress Yu Fei Hong; who is well known for her roles in award-winning films such as ‘A Thousand Years of Good Prayers’ and ‘The Joy Luck Club’.
Singer ‘Jane’ Zhang Liang Ying, rising star Qin Fen, and up and coming singer/actor Lu Yu Peng were also present in the glamorous launch. The event was also attended by ten Chinese KOLs as well as VIPS and representatives from L’Oréal Travel Retail Asia Pacific and CDFG.
The launch celebrations continued with a stylish VIP dinner for CDFG. The evening was organised by Lancôme and featured a stellar performance by Chinese singer-songwriter Zhang Liang Ying. Zhang is nicknamed in China as the ‘dolphin princess’ and is known for her songs ‘If this is Love’ and ‘We Said.’
Lancôme’s Absolue Soft Cream’s formula is infused with a premier cru of French roses, that firms, plumps, and rejuvenates skin. It promises to reveal radiant and regenerated skin within one week.
The Lancôme Gold Power pop-up was a 360* multi-sensorial extravaganza that occupied both indoor and outdoor spaces at the CDF Mall. (It was certainly a sight to behold!) It combined an immersive activation space, interactive pop-up store, and a breath-taking outdoor ‘rose garden’ installation that featured over 5,000 roses in Lancôme’s signature pink shade – perfect for beauty lovers in Sanya.
Outside, visitors were greeted by the sumptuous aroma of the rose garden, as they explored the larger-than-life Lancôme Absolue Gold Jar installation. The outdoor animation served as a golden photo opportunity.
Inside, guests were invited to explore the giant rose gold structure that featured tantalising digital elements. The activation space featured several interactive 3D digital panels that told the story of Lancôme Absolue; while the accompanying pop-up store offered Lancôme’s premium range of skincare products and travel retail-exclusive releases. Guests were also treated to personalised skincare consultations courtesy of Lancôme’s on-hand brand experts.
“Lancôme has continually shown strong professionalism and expertise in eventing, and Haitang Bay is another example of how they have raised the bar in events for the industry” – China Duty Free Group Vice President of Central Merchandising Terry Chua