L’Oréal goes full throttle at Hainan
As other spirits sail on music, mine, oh my love, swims in your perfume. Charles Baudelaire
It’s a well known fact that certain scents can evoke cherished experiences and fond memories. So it should come as no surprise that the perfume you wear could very well become the thing that you are remembered for.
Perfume holds an important place in our world; and nowhere is this more evident than the global travel retail sector. Recently, the Hainan Tourism Duty Free Shopping Complex in Sanya has played host to the launch of Atelier Cologne’s new Gaïac Eternel, the first Eau de Parfum in its Collection Rare to use the precious guaiac wood from Paraguay as the top note to elaborate a smoky and woody scent. The spicy wood note provides a sense of flame lit through the smoke, which is long-lasting and elegant.
The perfume’s bottle is carved with the coordinates of the core ingredients, as a reference to Atelier Cologne’s promise to nature. Gaïac Eternel is a virtual invitation to discover the hidden treasures, deep in the Paraguayan forest.
Ricardo Schmidt Diaz, General Manager of Designer Brand Fragrance, L’Oréal Travel Retail said, “Atelier Cologne’s art from nature is a modern vision of French natural and artisanal perfumery. … Each creation in this (Collection Rare) collection is crafted around one highly concentrated and rare ingredient to evoke rich yet complex emotions.”
To ensure that the launch campaign was a truly memorable one, L’Oréal Travel Retail Asia Pacific set up an immersive pop-up store and an enormous, spectacular 3D digital screen playing on the exterior LED Wall at the Hainan Tourism Duty Free Shopping Complex.
While the 3D digital screen served as an exceptional tool to drive traffic to the pop-up store, the stunning store itself allowed visitors to explore the new perfume through a suit of mysterious adventures.
Combining natural elements with a dark blue atmosphere, the pop-up store allured visitors into Gaïac Eternel’s daring universe and provided the opportunity to begin their adventures with a sense of novelty.
Visitors were invited to “touch wood” to activate the lifelines of a gigantic guaiac tree in the centre of the pop-up, signifying the activation of the life rings. Spinning their hands to control the compass and waving to make a path in the forest, visitors were able to find the bottle in the legend as the aroma of Gaïac Eternel presented in the air. The visitors who completed the adventure were awarded with exclusive gifts.
Gaïac Eternel is presented as a unisex fragrance, made with 98% natural origin ingredients. In addition to the unique guaiac wood top notes, it offers bergamot heart and papyrus notes as its base.
Introducing Lancôme’s Summer Face Makeup Pop-Up
There was a real buzz at the Hainan Tourism Duty Free Shopping Complex in Sanya throughout the month of June, as Lancôme Travel Retail Asia Pacific partnered with Lagardère Travel Retail and launched its very first Face Makeup animation.
The modern and stylish pop-up featured Lancôme’s hero Face Makeup franchise Teint Idole Ultra Wear, a top-selling 24-hour long wear foundation, ideal for the sizzling summer heat. The pop-up’s 3D interaction zone, Virtual Try On space gave visitors the opportunity to experiment with different makeup looks, thus generating an exhilarating visual experience that took them on an interactive and immersive shopping odyssey.
The pop-up also highlighted how consumers could always be camera-ready with the unique Teint Idole Ultra Wear, which visitors had the chance to try through redeeming samples at the vending machine. The pop-up also featured some of Lancôme’s best-selling skincare products and fragrances such as the iconic L’Absolu Rouge.
Stevie Wong, General Manager of Lancôme at L’Oréal Travel Retail Asia Pacific said “Together with Lagardère Travel Retail, we are very pleased to host our first Face Makeup animation in Hainan. We are looking forward to celebrating summer with all our travellers across multiple touch points in both offline and online.”
Located at the entrance of the Hainan Tourism Duty Free Shopping Complex, the first naked eye giant 3D video, a dynamic display that brought the franchise to life, was another important aspect of Lancôme’s phenomenal digital media campaign.
“On behalf of Lagardère Travel Retail, we are delighted to hold the very first Face Makeup animation in Hainan together with Lancôme Travel Retail Asia Pacific in Hainan Tourism Duty Free Shopping Complex (HTDF). Let us share the excitement of summer as travel recovers and resumes in Hainan.” says Terry Chua, Lagardère Travel Retail Vice President Merchandising Asia.
L’Oréal to hit Hainan with a tidal wave of exclusive brands
L’Oréal Travel Retail Asia Pacific is ready take the spotlight at the 2nd China International Consumer Products Expo (CICPE), set to be held between the 26th and 30th of July.
L’Oréal’s outstanding portfolio of 19 prestigious brands include the new Prada fragrances, the cult-loved Takami and needless to say, its time-honoured arsenal of heritage and clinical beauty brands.
In order to offer its guests an ideal and harmonious experience, the L’Oréal Pavilion will consist of 6 zones: The Future of Beauty, Beauty for Our Planet, Best for Experiential Beauty, Immersive Olfactory Beauty, Diverse Expression of Couture Beauty and Beauty to Come. Each zone will cover a core value that constitutes the L’Oréal Groupe’s Sense of Purpose.
L’Oréal’s skin analysis tool Skin Genius, its No.1 EU serum, Revitalift Filler Hyaluronic Acid Serum, SkinCeuticals SkinScope Diagnosis Service, Kiehl’s’ Derma Reader Pro Diagnosis and Instant Skin Reader Diagnosis QR code are among the impressive products that will be presented in the Future of Beauty zone. Furthermore, the new Mr. Bones Augmented Reality tool – exclusive to travel retail – will preview in the same zone.
Beauty for Our Planet is the zone devoted to the protection of our planet, biodiversity, and natural resources. Here, Biotherm will be showcasing its Live by Blue Beauty commitments for ocean protection such as the recently launched Cera Repair Cream. In addition, La Roche Posay will promote its marine-safe Anthelios sun care range.
The Best of Experiential Beauty zone is dedicated to the premium end of L’Oréal’s portfolio, featuring such prestigious products as the Lancôme Absolue range and the Lancôme Skin Screen advanced skin diagnosis tool.
Celebrating its 210th and the Black Bandage range’s 10th anniversary, Helena Rubinstein will be showcasing the RePlasty Night Cream, together with personal skin consultations and on-site hand massages.
Giorgio Armani will be presenting the Crema Nera Supreme Reviving cream and Reviscentalis Meta Concentrate Serum, and Kérastase its luxury anti-ageing hair care range along with the microscopic Kérascan hair and scalp diagnosis tool.
The Immersive Olfactory Beauty zone is where Giorgio Armani will unveil My Way and Armani/Privé, Maison Margiela launch When The Rain Stops and Yves Saint Laurent introduce Beauté. Also, Atelier Cologne will be highlighting its haute couture Collection Caravelle Bleue and Viktor & Rolf will debut its provocative fragrance Flowerbomb.
At the Diverse Expression of Couture Beauty zone, Valentino Beauty will be making its CICPE debut and Armani will display its cosmetics, skincare and fragrances that are perfectly aligned with its clothing philosophy of making women feel beautiful in a minimal, natural way.
Last but not least, the Beauty to Come zone will play host to L’Oréal’s latest Prada fragrances and Takami new skincare products, ahead of their official launches next year.
Fabrice Megarbane, President of L’Oréal North Asia and CEO of L’Oréal China says “As a leading beauty industry player, L’Oréal is very glad to participate in CICPE for two consecutive years, to continue seizing the immense potential of the Chinese market.”
Fabrice’s words are further supported by Tao Zhang, Managing Director of L’Oréal Travel Retail Asia Pacific. ‘’We’re excited to watch how the L’Oréal Pavilion at the CICPE 2022 will bring L’Oréal’s all-encompassing Sense of Purpose – ‘Create The Beauty That Moves The World’ – to life. This year, our standalone exhibition space will span a sprawling 625 sq m – much larger than the 500 sq m we had in CICPE last year as a testament to the immense growth we’re witnessing.
As a group, we’re extremely proud that the entirety of the L’Oréal Pavilion will be built according to L’Oréal’s golden sustainability standards, optimising weight, certified recycled, reusable and separable materials. We welcome all our extended L’Oréal family and friends to drop by and immerse yourself in this remarkable creation.’’
