Travel Retail Highlights: China
Armani Beauty roars into the Year of the Tiger
‘New Year, New Strength’ is the rallying call of a continuing promotion that features striking pop-ups, spectacular drone shows and 3D wall animations from the L’Oréal group brand.
Among a series of powerful brand campaigns from beauty houses in Hainan over January and February, one in particular from L’Oréal Travel Retail Asia Pacific to welcome the Year of the Tiger continues to wow. Its dynamic Armani Beauty campaign was designed with the theme ‘New Year, New Strength’. It began in January at China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex before moving to the Hainan Tourism Duty Free Shopping Complex, where it runs until 28 February. At its heart is a striking bamboo-themed pop-up that showcases Armani Beauty’s best-selling products. These include Sì Passione fragrance, Lip Maestro lipstick, Crema Nero Face Cream, Armani Privé Thé Yulong and a My Armani to Go Cushion new limited edition.
Striking pop-ups, spectacular drone shows and a 3D wall animation are the key elements of the dynamic Armani Beauty takeover
The pop-up incorporates bamboo elements at various touchpoints. In Chinese culture, bamboo represents strength and longevity. The pop-up is dressed in festive red and gold commanding attention and immersing shoppers in the Armani Beauty brand universe. Designed as a digitalised O2O experience, the animation features several retail-tainment and beauty technology elements including mobile integration and virtual try-on.
Blending in-store and digital elements to create a strong impression
Shoppers can also print out Chinese couplets, with Lunar New Year blessings, to take home as souvenirs. In addition, Armani Beauty hosted two different beauty masterclasses on 27 and 28 January at the Hainan Tourism Duty Free Shopping Complex. The masterclasses helped shoppers learn to recreate their favourite Armani Beauty makeup looks.
On 22 and 28 January and on 1 February (Lunar New Year), Armani Beauty hosted spectacular drone shows at the CDF Mall. The dazzling drone show lit up the sky with bamboo formations, festive greetings and Armani Beauty pillar products. The drone show on Lunar New Year was co-hosted by CDFG. L’Oréal Travel Retail Asia Pacific noted that the use of drones over fireworks resulted in reduced carbon emissions and air pollution compared to traditional Lunar New Year firework displays.
Lighting up the Hainan sky to mark Lunar New Year
In addition, Armani Beauty has taken over Hainan Tourism Duty Free Shopping Complex’s high-profile 3D LED Wall display with a striking visual animation featuring the same motifs as the drone show. The 3D display runs until 28 February. The complex, which recently celebrated its first anniversary, is operated by licence holder Hainan Tourism Investment Duty Free Co. (HTDF) with support from Lagardère Travel Retail.
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The Moodie Davitt eZine Issue 306 | 18 February 2022
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