The Moodies – Virtual/Digital Event
Best Virtual/Digital Event
Winner
L’Oréal Travel Retail Asia Pacific – Armani Make-up Lab 2023 – The Sanya Spectacle with Jackson Yee
A key strategic move to revitalise the Giorgio Armani beauty brand in Asia Pacific travel retail through the Armani Make-up Lab concept emerged as a standout success. In May, L’Oréal Travel Retail Asia Pacific partnered with China Duty Free Group (CDFG) to introduce the multi-platform campaign through a flash store at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The pop-up inauguration was attended by Armani Beauty Global Ambassador, Chinese actor, dancer and singer Jackson Yee. The event drew over 10,000 people, including social media influencers and guests from Armani Beauty and CDFG.
L’Oréal Travel Retail Asia Pacific noted: “Yee’s presence not only elevated our brand’s prestige but also drew a massive crowd both on-site and online, creating an electrifying atmosphere.”
The activation offered visitors an immersive experience and highlighted the brand’s key offerings: Power Fabric+ Foundation and Lip Maestro Satin lipstick. Visitors could take inspiration from the Armani make-up looks showcased at the Looks Incubator, or visit the space’s Experimental Corner to discover Face Maestro, Armani beauty’s pioneering digital make-up artistry service.
A beauty ‘phenomenon’ – The launch event leveraged celebrity endorsement and experiential marketing to achieve positive sales growth against the backdrop of a challenging cosmetics market
The Make-up Lab concept leveraged the power of celebrity endorsement and experiential marketing, targeting Chinese travellers – especially those visiting Hainan. The campaign, with a budget of over US$37,000, focused on creating a holistic experience that combined tangible offline activations with the expansive reach of digital platforms.
The flash store opening was live streamed and garnered 119 million views, fostering a sense of connection that transcended geographical boundaries. The campaign integrated Out of Home endorsements at key airports in Hainan and at Shanghai Pudong International and Incheon International.
The Armani Make-up Lab spotlighted Power Fabric+ Foundation and Lip Maestro Satin lipstick, both endorsed by Jackson Yee and Hanni (member of all-girl group NewJeans)
Amid a challenging cosmetics market marked by a -25% decline in sell-out (as noted why the brand owner), the Armani Make-up Lab campaign contributed to a spectacular +16% growth by the same metric. The campaign also secured three spots on Chinese microblogging application Weibo’s ‘organic hot search’ rankings.
The Armani beauty mobile application recorded 6,670 sign-ups, +33% more than the targeted 5,000. On social media, user-generated content sparked lively discussions around Yee’s sweat-resistant make-up. The campaign’s online and offline triumph showcased the effectiveness of a multi-faceted strategy in elevating brand presence and digital engagement in the travel retail landscape.
The Moodie Davitt eZine The Moodies 2023
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com