The space was transformed into a digital ‘rose wonderland’, incorporating the mall’s existing art and light installations. The large flower garden was decorated with illuminated digital blooms and enhanced by the brand’s first takeover of the 324sqm LED screen.
Meanwhile, located within one of Haikou’s top tourist attractions – the oriental Feng Xiaogang Movie Town, the Lancôme Blooming Town saw the streets illuminated with Lancôme’s festive digital roses.
Tourists and locals were transported through Lancôme Blooming Town in a Lancôme tram, where there was a light and projection show to celebrate the new year.
Also in the digital space, the Lancôme Enchanting Blooming Tour marked its first simultaneous livestream across seven CDFG social channels, achieving 32 million views. Hosted by beauty influencer and four other CDFG hosts, it featured a line up of celebrities including Song Yi and Li Wen Han, as well as actress and KOL Hanna.
During the livestream, viewers were taken on a virtual journey, and invited to explore different highlights of the Lancôme Blooming rose garden, which was filled with more than 10 million digital roses.
The stream then transported viewers to a digital replica of the Lancôme pop-up store to immerse themselves in an elevated experience. At the same time, viewers could also shop Lancôme’s formulations throughout the livestream. To finish the livestream, there was a digital drone show and digital fireworks, with animated celebratory greetings from the brand.
The event was attended by L’Oréal China Travel Retail General Manager, Adele Zhang and China Duty Free Group (CDFG) Executive Deputy General Manager Luke Chang.
Lancôme Travel Retail Asia Pacific General Manager, Linda Wang said: “We are honoured to be blooming into the new year with China Duty Free Group once again for our first-ever disruptive Lancôme Travel Retail Asia Pacific takeover of the new CDFG Haikou International Duty Free City, solidifying our leadership in Spring Festival animations and the omni-retail space, and constantly innovating new experiences for Hainan travellers.”
L’Oréal Luxe Travel Retail Asia Pacific General Manager, Yeon Ah Choi said: “Lancôme is a leading brand of beauty and innovation, always seeking to delight its consumers by constantly re-inventing retail experiences. We are pleased to partner with China Duty Free Group to bloom in the city of Hainan through the multiple experiential Blooming Rose activations and touchpoints to celebrate happiness and hope in this new year.”
China Duty Free Group General Manager of Perfume and Cosmetics department, Central Merchandising Division, Grace Wang said: “China Duty Free Group would like to thank our strong partners at Lancôme Travel Retail Asia Pacific for yet another blockbuster Spring festival event to celebrate the beauty of togetherness. The inauguration of the first celebrity event here at CDF Haikou International Duty Free City sets the bar to bring unique and exciting retail experiences to new heights in this blooming new year.”
Source : DFNI Online