Travel retail highlights

Armani and CDFG create a new code

With Hainan Island travel retail’s global hotspot today, China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex has reinforced its status as the most sought after launchpad for brand campaigns, notably in beauty and luxury.

The recent installation of a spectacular Armani Box On Air “itinerant pop-up” by L’Oréal Travel Retail and CDFG reinforced those credentials.

Chinese rapper Ghost Lil hosted a livestreaming session to celebrate the launch of the Armani Box On Air pop-up

The striking animation (which ended this week) was heavily promoted in livestreaming sessions hosted by Chinese rapper Ghost Lil and top KOL Teacher XU.

The activation was inspired by the world of cinema and invited shoppers to take over the director’s chair and be the star of their own movies. It combined online and offline elements including: a ModiFace virtual makeup application, personalised Crema Nera skincare consultations and an augmented reality zone.

A phy-gital showcase: The pop-up features Modiface virtual try-on technology, tailored voice concierge, and personalised skincare consultations using Armani Beauty’s Crema Nera range

It also featured live-selling functions and a tailor-made voice concierge. In addition, Armani Beauty’s familiar Gorilla mascot Uri made an animated cameo with the help of digital mapping technology. The pop-up showcased some of Armani Beauty’s best-sellers, product innovations and limited-edition releases.

The immersive multi-sensorial experience invited shoppers to go on a cinematic journey, by performing and recording their own movie scenes wearing Armani Beauty’s products.

The combination of the colourful campaign, a range of OOH media across the shopping complex plus the power of influencer-led social media made this a wonderfully rounded, multi-touchpoint experience and shows how brands can leverage CDFG’s attraction to Chinese shoppers today.

Live your own scenario: The Armani Box On Air pop-up invites shoppers to be the stars in their own movies

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The Moodie Davitt eZine Issue 284 | 30 September 2020

The Moodie Davitt eZine is published 12 times per year by The Moodie Davitt Report (Moodie International Ltd).

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