Market Highlights
fresh celebrates ‘Sensorial Garden Voyage’ animation with CDFG and Ctrip
LVMH-owned skincare brand fresh is celebrating a successful garden-themed pop-up at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Sanya with China Duty Free Group (CDFG) and leading Chinese travel platform Ctrip.
The Sensorial Garden Voyage campaign, in place throughout May, highlighted the gifting appeal of fresh and showcases its best-selling lines.
The fresh garden-themed animation, a limited-time space set in a prime location at cdf Mall, brought the allure of the fresh Black Tea range into focus
fresh invited consumers to sample its key skincare expressions including the Black Tea Advanced Age Renewal Eye Cream, Black Tea Advanced Age Renewal Face Cream and Kombucha Facial Treatment Essence
The immersive animation resembled a blue gift box tied with ribbon and was decorated with plants and flowers reminiscent of a secret garden to showcase the brand’s “Gift from Nature” to travellers.
A giant blue gift box was brought to life at cdf Mall in Sanya showcasing the gifting appeal of fresh
The Sensorial Garden Voyage pop-up featured fresh’s hero products: the Black Tea Advanced Age Renewal Face & Eye Cream and the Kombucha Facial Treatment Essence.
The experience included an omnichannel campaign, engaging travellers at various touchpoints and incorporating targeted online and social media activations to build brand awareness and drive traffic to the pop-up.
The pop-up was supported by an omnichannel campaign to invite more consumers to experience the Sensorial Garden Voyage
The pop-up was supported by an omnichannel campaign to invite more consumers to experience the Sensorial Garden Voyage
fresh offered customers flower bouquets throughout May, especially on notable occasions such as Golden Week, Mother’s Day and the 520 weekend also known as Internet Valentine’s Day in China.
Another standout element was the Wellness Tea Bar, offering visitors a complimentary glass of tea to highlight fresh’s strong links with tea, one of the key ingredients across its skincare formulations and a well-known ingredient in health and wellbeing.
The Black Tea Sensorial Garden-themed animation encouraged customers to learn more about the products’ benefits and try on the Black Tea Eye and Face Cream at the skin consultation zone.
To enhance the shopping experience, fresh provided exclusive benefits to customers at its cdf Mall store.
The brand said the multi-sensory animation generated high foot traffic throughout the busy May travel season.
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Issue 335 | 18 June 2024
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