Travel retail highlights

Playful, personal
and phygital

A “phygital playground”. That’s how Lancôme Travel Retail Asia Pacific described the world’s first Microbiome Hub, opened last month to celebrate the ten-year anniversary of the beauty brand’s hugely successful Advanced Génifique serum.

The striking pop-up, located at T Galleria Beauty by DFS at Hysan Place, Causeway Bay in Hong Kong, highlighted Lancôme’s New Advanced Génifique formula, the first time the brand has updated the formula in ten years.

Guests were invited to discover the benefits of microbiome science through playful ‘retailtainment’ zones. Some digital highlights included a 3D digital Génifique billboard and a 2.5 metre-high LED Génifique bottle.

The pop-up was highlighted by an automatic formula sensor experience, in which guests tried out the new formula and played with an interactive digital table. They could then take commemorative GIFS and photos at the microbiome photo kiosk.

The experience was completed by personalised engraving services, available with any purchase of the New Advanced Génifique serum.

Combining phygital features, personalisation and eye-catching experiences, the pop-up is a fantastic illustration of how to incorporate modern trends in an engaging and exciting space.

A pop-up fitting for a hero product: The Microbiome hub highlighted the Advanced Génifique serum, which has sold over 25 million bottles worldwide

A Microbiome experience: The pop-up allowed shoppers to discover the benefits of microbiome science in fun and playful ways

A phygital playground: The Microbiome Hub featured plenty of experiential and digital highlights, including a 2.5 metre-high LED bottle and a 3D billboard

Anniversary celebration: From left to right, Hysan Senior Partner Tiffany Lam; Lancôme Travel Retail Asia Pacific Area Manager Prudence Kan; DFS Group Asia North Region President Parker Gundersen; DFS Group Director of Global Merchandising Hsiao Wei Cheng; Lancôme Travel Retail Asia Pacific Marketing Director Rafaele Brzuchacz; DFS Group VP of Category & Retail Marketing James Holloman; Lancôme Travel Retail Asia Pacific Group Product Manager Stephanie Chan; and DFS Group Director of Category Marketing Jared Flint

The Moodie Davitt eZine

Issue 272 | 26 November 2019

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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