The Moodies – Digitally Led Event
Best Digitally Led Event
Winner
L’Oréal Travel Retail – World’s First Prada Beauty Spring Pop-Up
In March 2024, L’Oréal Travel Retail partnered with China Duty Free Group to launch a dynamic pop-up showcasing Prada Beauty at the cdf Sanya International Duty Free Shopping Complex. The fashion-coded marketplace reflected the brand’s signature aesthetics and allowed travellers to personalise virtual bouquets.
The animation was supported by a compelling digital strategy to drive brand awareness and engagement. It introduced consumers to Prada Beauty’s makeup, fragrance and skincare through key opinion leader (KOL) visits, key opinion consumers seeding, live streaming and social media amplification.
On 22 March, a live stream event featuring Japanese-American singer Mika, a member of the Chinese pop group INTO1, amplified the pop-up’s online reach. This collaboration resulted in 19.1 million views and an engagement rate of 0.81%. Within two hours of the live stream, social outreach accounted for 40% of total sales orders.
The overall campaign involved 12 retail partners and eight influencers, including KOLs, resulting in a total of 29 million views and 3.05% engagement rate across social content. The Prada Beauty event’s reach and conversion rates underscored the growing impact of omnichannel activations in travel retail.
The activation at cdf Sanya International Duty Free Shopping Complex exemplified the power of experiential retail combined with digital amplification
What the judges said:
“Hugely ambitious, multi-dimensional and brilliantly effective by all KPIs.”
“A stunningly effective and alluring fusion of livestreaming, celebrity and KOL endorsement, OOH and physical pop-up.”
“One of the great Moodies entries down the years.”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © 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 kristyn@moodiedavittreport.com