Chinese New Year
L’Oréal Paris and CDFG host digital-first Lunar New Year takeover
L’Oréal Travel Retail Asia Pacific is welcoming the Year of the Tiger with a roar with a digital-first L’Oréal Paris Maison activation. The campaign — which occupies both digital and physical worlds — is seamlessly integrated with all the touchpoints of the consumer journey. At its heart is a pop-up in partnership with China Duty Free Group (CDFG) at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The pop-up, launched to celebrate Lunar New Year showcases the brand’s CDF-exclusive Revitalift Filler HA Serum through a fully-integrated O2O experience. It was launched on 1 January and will run until 28 February.
The Revitalift Filler HA Serum is the star of the show. It is only available in Hainan travel retail with China Duty Free Group.
Digitally-driven, beauty tech-powered: The L’Oréal Paris Maison pop-up at the CDF Mall offers a showcase of beauty innovation
“It is a great pleasure to collaborate with L’Oréal Paris Travel Retail to create a unique online and offline shopping experience for our travellers in the lead-up to the Lunar New Year celebrations,” commented China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang. “With L’Oréal Paris’ commitment to beauty and technology, we hope that this pop-up will deliver a memorable brand experience for our travellers during this festive season at Sanya International Duty Free Shopping Complex.”
“The digitally powered consumer experience is another important milestone for our brand as we continue to reinvent the consumer experience”
L’Oreal Paris Travel Retail Asia Pacific General Manager Arnaud Darde
The experience begins with travellers receiving a mobile invitation to the L’Oréal Paris virtual shopping experience as soon as they land in Hainan. The first floor of the virtual pop-up offers skin consultations by Skin Genius, L’Oréal Paris’ artificial intelligence-powered digital diagnostic tool. The journey continues the laboratory-themed second floor which invites visitors to learn more about the science behind L’Oréal Paris’ hero products. The virtual journey concludes at CDFG’s e-shop where users can shop their favourite L’Oréal Paris products. It also features a call to action that invites travellers to visit the real-life pop-up store at the CDF Mall.
“We hope that this pop-up will deliver a memorable brand experience for our travellers during this festive season at Sanya International Duty Free Shopping Complex”
China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang
Livestream power: Chinese KOL 迟池 Chichi relays her Lunar New Year wishes to fans and shares her top L’Oréal Paris picks on Weibo
欧莱雅与中免合作，推出海南快闪店
欧莱雅亚太区旅游零售（L’Oréal Travel Retail Asia Pacific）近日与中免集团合作，在位于海棠湾的三亚国际免税城推出了以数字化为驱动的巴黎欧莱雅快闪店。 为庆祝农春节的到来，快闪店通过无缝整合的O2O 体验，重点展示了品牌新推出的中免独家水光瓶（Revitalift Filler HA Serum）。快闪店于 1 月 1 日启动，将持续营业至 2 月 28 日。 “很高兴与巴黎欧莱雅旅游零售合作，在春节前夕为我们的旅客打造独特的线上、线下购物体验，” 中免集团采购中心香化商品部总经理王焱表示。 “这间快闪店充分体现了巴黎欧莱雅对美容和科技的专注，我们希望它能于节庆期间为三亚国际免税城的顾客带来难忘的品牌体验。” 欧莱雅亚太区旅游零售希望通过 “欧莱雅美丽殿堂”快闪店，与消费者们一道迎接虎年的到来。快闪店包含多重数字及实体元素，将所有接触点进行了无缝融合。 旅客在抵达海南后，会立即收到巴黎欧莱雅虚拟购物体验的移动邀请，由此开始他们的体验。 进入虚拟快闪店的一楼，由巴黎欧莱雅人工智能驱动的数字诊断工具 Skin Genius 会为访客提供皮肤咨询服务。 接着上到以化学实验室为主题的二楼，访客能进一步了解水光瓶、青春密码系列（Youth Code）、水光充盈全脸淡纹眼霜（Filler Eye Cream for Face）、 复颜抗皱紧致系列（Revitalift Classic）和金致臻颜系列奢养肌活日霜（Age Perfect Cell Renew）等明星产品背后的科学。 该虚拟旅程在中免的网上商店结束，访客可以在此购买他们最喜欢的巴黎欧莱雅产品，并了解位于三亚国际免税城的实体快闪店。 “欧莱雅美丽殿堂”实体快闪店以喜庆的红色和金色装饰，带有明快的老虎图案。步入店内，美丽殿堂的专属管家会欢迎访客的到来，并向他们介绍中免在海南免税市场独家推出的水光瓶。之后，访客能使用Skin Genius 诊断工具，得到个性化的护肤建议，并获得巴黎欧莱雅限量版春节纪念品。 1月13日，知名美妆博主迟池与中免合作，在微博上与进行了直播，扩大了快闪店的在线影响力。直播中，迟池分享了她最喜欢的巴黎欧莱雅产品，并向粉丝们送上了新年祝福。
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The Moodie Davitt eZine Issue 305 | 31 January 2022
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