Travel Retail Highlights
Turning up the volume in Hainan
L’Oréal Travel Retail Asia Pacific has a powerful track record in executing eye-catching campaigns in the Hainan offshore duty free channel. One of its latest, in partnership with China Duty Free Group (CDFG), brought together an unforgettable celebrity mini concert and livestream, new consumer experiences and retailtainment. The YSL Beauty Records pop-up in Haitang Bay, which ran in late September, combined the worlds of beauty and music, with strong appeal to Hainan’s young and edgy luxury consumers. The striking pop-up occupied a high-profile 30sq m space at the Sanya International Duty Free Shopping Complex and offered a one-of-a-kind hybrid beauty and music experience. The concept, decked out in a bold black and red colourway, featured a suite of interactive digitalised elements.
(Above and below) A karaoke booth, Beautymatic machine, integrated mobile experiences and special souvenirs complete the dynamic retailtainment showcase at the YSL Beauty Records pop-up
Highlights included the ‘Beautymatic’ machine which enabled customers to redeem free YSL Libre edt samples by registering online, and the YSL Beauté Karaoke booth which invited shoppers to sing a song to take home a souvenir vinyl disc. More than 15,000 travellers visited the pop-up on 26 September to enjoy the live concert by Chinese singer Yamy who has over 6.9 million Weibo followers. Yamy’s high-energy performance entertained shoppers at the physical pop-up and was livestreamed to her Weibo followers generating a record-breaking 43 million views. Yamy also invited concert-goers to visit the pop-up and create their own YSL Beauté makeup looks using star products such as the Pure Shot Night Reboot Serum and Slim Velvet Radical lipstick.
“This activation offers Hainan travellers a unique and memorable experience with disruptive celebrity mini concert and livestream; we bring consumer experience and retailtainment to new heights”
YSL Beauté Travel Retail Asia Pacific General Manager Youssef Benkirane
Over 15,000 shoppers visited the pop-up on 26 September to attend Chinese singer Yamy’s live concert at the CDF Mall
China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang added: “It’s a great opportunity to cooperate with YSL Beauté Travel Retail Asia Pacific in such a successful campaign, which attracted more traffic and attention for the location, and more importantly, it’s another great example of the partnership between CDFG and a premium designer brand.” YSL Beauté Travel Retail Asia Pacific General Manager Youssef Benkirane added: “We bring consumer experience and retailtainment to new heights.”
The livestream of the concert generated a record-breaking 43 million views – further amplifying the activation online
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The Moodie Davitt eZine Issue 303 | 17 November 2021
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com