The Moodies – Launch Campaign


Best Launch Campaign

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L’Oréal Travel Retail Asia Pacific – Lancôme Absolue – Embark on a Journey of Rejuvenation

L’Oréal Travel Retail Asia Pacific partnered with China Duty Free Group (CDFG) to unveil a campaign called ‘Embark on a journey of rejuvenation’ at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The campaign, which ran throughout November 2022, featured two pop-ups that spotlighted the Lancôme hero line Absolue.

The campaign’s omnichannel strategy elevated the retail experience through duplex pop-ups in outdoor and indoor locations. Giant replicas of the Lancôme Absolue Soft Cream were standout installations highlighting the range’s key ingredients. An immersive gallery showcased the perpetual rose, the key ingredient for the Lancôme Absolue Soft Cream. A golden rose sculpture created by French artist Richard Orlinski was a key feature of the outdoor animation.

Leveraging influencer and fan power to drive brand awareness

Lancôme Absolue Soft Cream and Eye Cream were available at the pop-ups alongside travel retail-exclusive sets. The brand’s skincare-infused makeup products as well as its Mille et Une Roses fragrance were also showcased. At the VIP Absolue service area – which was elevated three metres above ground – shoppers could experience Lancôme’s signature Absolue treatments.

The service menu included an Absolue hand massage and skin diagnosis using the Lancôme Skinscreen. The Skinscreen leverages artificial-intelligence algorithms to score skin health against 13 parameters. With these insights, Lancôme beauty advisors can then recommend the optimal Lancôme products for each customer.

An Absolue triumph in Hainan

On 24 November, Lancôme lit up the sky in Sanya with a light show that highlighted key brand motifs. It started with an Absolue perpetual rose before taking the form of the Soft Cream product outline. The brand lit up a golden trail down the coast of Sanya starting from the Rosewood Hotel to the Sanya International Duty Free Shopping Complex, where it illuminated the mall’s façade.

The travel campaign leveraged online engagement through a livestream broadcast hosted by Lancôme Ambassadors Fiona Sit and Zhang Linghe, who shared beauty insights and favourite products with fans. The livestream recorded 35.2 million views and 97,000 engagements, resulting in follower growth (3,700+) and 13,000 Weibo posts.

Lancôme effectively drove sales and traffic to the pre-order site by spotlighting a livestream-exclusive product combination and directing consumers to a flash sales page. The brand collaborated with key opinion leaders (KOLs), generating seven million views on event posts and 14 million on activation-related content. Pop-up awareness was amplified by 59 key opinion consumers, recording 699,000 impressions and a 1.2% engagement rate. Overall, the digital campaign achieved 68 million impressions and a 47.91% conversion rate.

The month-long collaborative campaign blended online and offline elements to create a distinctive retail experience for travellers. The physical pop-ups invited shoppers to “embark on a journey of rejuvenation” through immersive environments, interactive gallery walls and sensorial product discovery. The campaign leveraged ‘fan power’ to amplify social-media buzz, building consumer data and boosting sales conversion.

The Moodie Davitt eZine The Moodies 2023

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