DECORTÉ and China Duty Free Group bring a new definition of beauty to Haikou

KOSÉ Travel Retail partnered recently with China Duty Free Group (CDFG) to host an immersive pop-up celebrating the new DECORTÉ Liposome Advanced Serum in Hainan. The pop-up ran from 1-29 May at the Haikou Mova Mall. The Liposome activation showcased the science behind the DECORTÉ Liposome Advanced Serum. The pop-up was inspired by the serum’s nickname in China as the ‘Little Purple Bottle’ and featured a striking purple colour palette. KOSÉ Travel Retail President Shu Shibue commented, “We are thrilled to partner with CDFG, to carry out our first ever large scale activation in Hainan. Through this pop-up and our other omnichannel activities, we hope to convey DECORTÉ’s belief of ‘delivering the essence of true beauty’ to customers around the world. We are confident that the success of this effort will strengthen our partnership with CDFG and help KOSÉ Travel Retail grow stronger.” The O2O animation blended engaging retailtainment features and extended to the digital realm through DECORTÉ Travel Retail’s new WeChat Mini Program. The Mini Program has already gained a strong following within the first few months of its launch. Through this immersive DECORTÉ campaign, KOSÉ Travel Retail seeks to drive brand awareness in China and gain a better foothold in the market. Some of the animation’s notable features included a game and photo corner and a beauty Touch Up zone. The ‘Liposome Drop’ educated customers about the Liposome microcapsules in a fun and engaging way. The game featured DECORTÉ’s signature purple balls, stored in a sphere, referencing the shape of the Liposome capsules. The game zone also offered also an exciting opportunity for the winners to receive exciting limited edition gift sets. Another features was a dedicated photo booth, giving shoppers a chance to take photos for social media or take home a fun souvenir of their Liposome experience. Large-scale OOH activations across the island’s major shopping destinations, key railway stations and airports helped to drive brand awareness for the Hainan launch. The media campaign was further supported by social activities on WeChat and targeted advertising on various OTA (online travel agent) partners. Full story at this link.