Yizhibo

Mar 18, 2021

Lancôme and CDFG wow travellers with omnichannel takeover in Hainan CHINA. Lancôme Travel Retail Asia Pacific and China Duty Free Group (CDFG) wowed travellers with their recent omnichannel ‘Let’s Reset for a Blooming New Year’ takeover in Hainan. The 360° O2O campaign featured a series of dynamic retailtainment activations throughout January and February at the Sanya EDITION Hotel in Sanya and the Haikou Riyue Plaza Duty Free Shopping Mall in Haikou. The ‘Let’s Reset for a Blooming New Year’ pop-up in Haikou featured several disruptive technology features. The centrepiece was a giant limited-edition Lancôme Advanced Génifique bottle, decorated with the artwork of Chinese painter/photographer Sun Jun. The 360° O2O campaign featured a series of dazzling retailtainment activations at the Sanya Edition Hotel and the Haikou Riyue Plaza Duty Free Shopping Mall (pictured above)  A spectacular AR experience: The pop-up featured an immersive AR room which took visitors on a virtual journey from China to Paris The bottle also greeted guests at the entrance of Lancôme’s first-ever immersive room. The multi-sensorial space took shoppers on an augmented-reality journey from a Chinese Temple Fair to the Paris skyline. The pop-up was graced by Lancôme brand ambassador, Chinese actress Jiang Shu Ying who promoted the activation through a livestream session on Yizhibo, which attracted a phenomenal 23 million viewers. Shu Ying, also known as Maggie Jiang, is known for her roles in films such as ‘The King’s Avatar’, ‘The Golden Eyes’ and ‘Memories of Love’. Chinese actress Jiang Shu Ying (left) hosted a livestreaming session on Yizhibo to promote the campaign, attracting an extraordinary audience of 23 million viewers China Duty Free Group Vice President Merchandising Division Terry Chua said the multi-location campaign showcased Lancôme’s “innovation, creativity and digital-thinking” The giant Lancôme Advanced Génifique bottle also featured at the Sanya EDITION pop-up, where it was adorned by giant three-dimensional roses and suspended red lanterns. The bottle was the striking centrepiece of the immersive installation which dominated the hotel’s impressive multi-storey lobby. At the Sanya EDITION, the ‘Let’s Reset for a Blooming New Year’ pop-up featured a rose-catching and blessing lantern augmented reality game, which could be activated via a QR code on visitors’ mobile phones. As an added O2O element, the game also led travellers to Lancôme’s dedicated e-shop as well as to its physical stores at the Sanya International Duty Free Shopping Complex in Haitang Bay. The spectacular ‘Let’s Reset for a Blooming New Year’ installation featured giant 3D roses and suspended lanterns, commanding attention at the Sanya EDITION hotel lobby The ‘Let’s Reset for a Blooming New Year’ campaign bridged the online to offline beauty experience in the two key Hainan locations On the eve of the launch, Lancôme Travel Retail Asia Pacific General Manager Stevie Wong commented, “We are pleased to unveil the Lancôme Lunar New Year 2021 pop-up in partnership with China Duty Free Group – an exceptional collaboration to bridge travellers’ online and offline beauty experience, bringing the Lancôme spirit to millions of Lancôme fans who may not be able to travel this season. “On behalf of the Lancôme Travel Retail Asia Pacific family, we wish all our Lancôme friends and family around the globe a very blessed Lunar New Year 2021,” Wong added. China Duty Free Group Vice President Merchandising Division Terry Chua added, “On behalf of the China Duty Free Group, Happy New Year of the Ox to all our family and friends. Both the ‘Let’s Reset for a Blooming New Year’ pop-ups at the Sanya EDITION Hotel and Haikou Riyue Plaza Duty Free Shop are novel showcases of innovation, creativity, digital-thinking and a collaborative partnership. “We truly hope that all our consumers have enjoyed this fresh travel retail consumer experience as much as we did.” O2O at its finest: Travellers at the Sanya EDITION were invited to play an AR blessing lantern and rose-catching game, which led them to Lancôme’s e-shop and physical stores at the neighbouring CDF Mall