China Report

Memorable campaigns and launches of Lunar New Year 2021

Journey to Renewal: La Mer highlights travel retail-exclusive set for Lunar New Year

The Estée Lauder Companies owned prestige skincare brand La Mer is welcoming the Year of the Ox by highlighting its travel retail-exclusive Arrive Hydrated collection. The five-piece set is now available in selected airports, downtown, online duty free and duty paid stores for a limited time only.

The set comprises the Treatment Lotion Hydrating Mask, The Revitalizing Hydrating Serum, The Regenerating Serum, The Eye Concentrate and Crème de la Mer.

The Arrive Hydrated Collection is supported by a striking Lunar New Year media campaign starring La Mer Asia Pacific Brand Ambassador Chinese KOL Yvonne Ching. It is also complemented by a dedicated microsite which takes audiences on a ‘journey to renewal.’ The interactive journey begins with a ‘Year of the Ox’ quiz. Customers can share their results on social media and also receive a complimentary sample of Crème de La Mer from participating duty free stores in Asia Pacific travel retail. Based on each customer’s responses, the microsite makes personalised skincare recommendations featuring La Mer’s best-selling products.

The site also features an exclusive interview with La Mer Global Head of Skincare Artistry Clyde Johnson, who gives skincare tips and teaches audiences how best to use La Mer’s Arrive Hydrated collection.

Chinese KOL Yvonne Ching stars in the exclusive La Mer Lunar New Year campaign

Customers can receive a complimentary sample of Crème de la Mer in selected travel retail stores in Asia including stores in Hainan, Seoul and Macau

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The Moodie Davitt eZine Issue 291 | 9 February 2021

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