With over 170 beauty awards to its name, Mainland China’s leading beauty brand, Lancôme, celebrated its top selling serum, Advanced Génifique, by launching a multi-sensorial pop-up at China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex at Haitang Bay. Renowned actress and LANCÔME local ambassador for China, Zhou Dongyu, actors, Zhai TianLin and Yin Zheng, and more than 12 beauty influencers joined hands to embark on an exclusive journey of experiencing the 1+1 dual skincare benefits of the Advanced Génifique and Advanced Génifique Sensitive. The pop-up is an opportunity to address the robust growth driven by Chinese travellers within a booming beauty market that continues to accelerate in Asia Pacific.

Located at one of Asia’s leading downtown duty-free destinations, the pop-up in sophisticated hues of blue and white brought in the spirit and taste of French elegance to Sanya. Beauty influencers and travelers experienced Lancôme’s top-rated serum through various sensory, with features such as a photo booth, interactive games and an impactful outdoor lighting installation. The pop-up ran from November 2 to 29.

“To celebrate the abiding success of the Lancôme brand and its iconic Advanced Génifique serum, we are happy to partner with CDFG in Sanya, Haitang Bay, to launch this pop-up with the presence of our local ambassador for China, Zhou Dongyu. As we remain optimistic of our growth in Travel Retail APAC, we are excited to reach out to the Chinese travelers in their home country to experience Advanced Génifique in an all-immersive retail experience pop-up,” said Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific.

“We are pleased to partner with a leading international beauty giant like Lancôme to showcase their iconic Advanced Génifique serum at this specially designed pop-up. CDFG Sanya International Duty Free Shopping Complex hosts millions of travelers per year, and our core focus revolves around the idea of creating and delivering meaningful and memorable experiences for them. This partnership with Lancôme has made this possible, bringing an engaging shopping experience, elevated for our travelers.” said Xie Zhi Yong, Deputy General Manager of CDFG Sanya Downtown Duty Free Store Co., Ltd.

Celebrating the momentous occasion and enduring success of the brand’s iconic serum, the pop-up was themed around the Advanced Génifique, which is heading into its ten year anniversary in 2019. With more than 170 beauty awards to its name, the powerful youth activating serum remains as one of the best-selling serums in the country.

Primed as Asia’s leading downtown duty-free destination for international, luxury cosmetics as well as the gateway for the brand to tap into the thriving travel retail market, CDFG Sanya International Duty Free Shopping Complex was specially selected to play host to Lancôme’s Advanced Génifique’s pop-up. The duty-free shopping complex houses one of the top POS for Lancôme worldwide, and will remain a key strategic focus for the brand’s travel retail business across APAC.

Billed as the top holiday destination for affluent mainland Chinese, Sanya saw KOLs from around China descend upon its shores to embark on a ‘Advanced Génifique’ journey to reveal their skin’s glow and deepen their understanding of Lancôme’s well-loved Advanced Génifique and Advanced Génifique Sensitive serums through a beautiful holiday experience with the brand. Invited KOLs whose Advanced Génifique journey at Sanya enabled them to better understand the benefits of the brand’s powerful youth- activating serum, share their knowledge, and advocate Advanced Génifique across their platforms.

Christine Schott Ledes
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