Shiseido Travel Retail and CDFG partner for omnichannel Nars Voyage campaign in Hainan

Nars, part of Shiseido Group, is celebrating the travel retail-exclusive Nars Voyage collection with a dynamic omnichannel pop-up at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza (Block C).

The airport lounge-themed activation, which ran throughout July, was launched in partnership with China Duty Free Group.

The Nars Voyage collection is the central focus of the animation. It comprises the best-selling Jumbo Light Reflecting Setting Powder, a refreshed Light Reflecting Ultimate Face Palette, Light Reflecting Foundation Duo Set in Mont Blanc, Radiant Creamy Concealer Duo Set in Vanilla and the cdf-exclusive ‘Ace Your Base’ set.

The animation builds on the success of Nars’ 2023 Light The Way campaign. The journey begins online on a dedicated Nars Voyage WeChat Mini Program and culminates at the striking pop-up in Block C.

Launched on 10 June the Nars Voyage WeChat Mini Program offers a suite of interactive elements, including virtual try-ons, product exploration and direct-purchase options that drive customer engagement on CDFG’s ecommerce platform.

Gamification encourages users to play to earn miles and upgrade their Nars Voyage Boarding Passes. The more miles travellers earn, the more gifts they can redeem at the outpost.

Upon receiving their boarding passes at the pop-up, travellers are given a Nars Passport that allows them to ‘check-in’ to the Nars Lounge. Here, they can explore products, take selfies at a photobooth and receive flash makeover services with every purchase. Guests collect special stamps on their Nars Passports for every challenge completed and can enjoy free samples at the end of their experience.

The pop-up offered an immersive VIP experience, complete with AI facial-scanning technology and weekly live makeup shows led by Chinese celebrity artist Hua Tian Qi (华天琦) alongside NARS Regional Artists from China and Hong Kong.