Travel Retail Highlights
Prada beauty’s powerful statement in Hainan
L’Oréal Travel Retail last month partnered with China Duty Free Group (CDFG) to launch a dynamic pop-up showcasing Prada Beauty.
The animation, which ran throughout March outside Block C at the cdf Sanya International Duty Free Shopping Complex (cdf Mall), highlighted Prada Beauty’s triple-axis portfolio of makeup, fragrance and skincare.
A mint-green colour palette and triangular lattice motif decorate the Prada Beauty animation at the cdf Mall, paying homage to key brand design codes
The striking, tech-driven animation was dressed in Prada Beauty’s signature mint-green hue and decorated with spring flowers. Prada’s triangular logo, also adorned with flowers, featured prominently.
At the pop-up, travellers discovered the brand’s signature lipsticks available in two innovative matte finishes, Hyper Matte and Soft Matte. It also highlighted Prada’s popular fragrance franchises, including the Prada Paradoxe and Les Infusions collections.
Vibrant spring blooms featured throughout the space to usher in the start of spring
Comment: Blending the physical and digital is a central feature of the best travel retail activations, and this campaign from the Prada brand with CDFG offered this and more.
An interactive gifting experience was a standout element. Travellers could personalise their gifts with their choice of spring flowers on a virtual screen and bring home personalised Prada flower bouquets.
Prada Beauty also hosted a livestream to extend the pop-up’s reach online. It featured Japanese-American singer Mika, a member of Chinese pop group INTO1. Mika’s visit was simultaneously broadcast on CDFG’s Weibo channel.
(Above and below) Japanese-American pop star Mika visited the pop-up and shared his experience with fans via livestream
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The Moodie Davitt eZine
Issue 333 | 9 April 2023
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