Lancome Travel Retail unveils store concept

Lancome Travel Retail Asia Pacific has unveiled its 2020 retail concept at the French luxury beauty brand’s outlet at Haitang Bay in Sanya, its top international point of sale (POS).

The Haitang Bay outlet is the brand’s largest travel retail store at 120sqm. It is the second store to feature the brand’s latest retail identity, which was launched at Lotte Hotel in Seoul.

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“The design concept of the new 2020 store is to provide an immersive brand environment for consumers while offering time-pressed travellers a quality and smooth shopping experience through the store’s thoughtful layout and features,” says Lancome Travel Retail Asia Pacific GM Tao Zhang.

Designed with a Parisian “apartment with a view” concept, the upgraded Haitang Bay store offers touches of Parisian chic. The interior is warmly lit with tones of grey, white and wood to create an intimate, welcoming feel. Video walls emulate the bay windows of a Parisian apartment with city panoramas that change with the seasons.

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Other key elements include sharing tables for skincare and makeup, as well as a Grab & Go counter.

Featuring the latest products, the sharing tables encourage customers to experiment through personal consultations with Lancome beauty experts. Travel exclusives are also available.

To mark the store’s reopening, a four-day interactive pop-up concept blended retail with entertainment with four online and offline touchpoints named after the brand’s key products:

LANCÔME Travel Retail Asia Pacific Haitang Bay Store Opening (1)

Genifique,  Absolue, L’Absolu Rouge and Miracle Zones. The virtual mirror at the L’Absolu Rouge Zone enabled guests to experiment with face and lip makeup looks. At the Genifique Zone, guests could win product samples through a touchscreen interactive vending machine. Complimentary engraving services were available at the Absolue Zone, enabling guests to personalise Lancome mirrors. While experiencing the Miracle Blossom fragrance at the Miracle Zone, guests could use a photo booth to produce selfies with the Eiffel Tower as a backdrop.

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Live Streaming at LANCÔME Travel Retail Asia Pacific Haitang Bay Store (2)

Continuing the brand’s “Declaring Happiness” global campaign, the store’s grand opening event featured actor/singer/model and brand friend Wu Zun officiating at the ribbon-cutting ceremony.

He also attended the opening of the interactive “Declaring Happiness” pop-up concept.

Also attending were 17 Chinese social-media influencers, with the event achieving a digital outreach of 127 million via WeChat, Weibo and live streaming.

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