La Mer has opened a new store in China, the brand’s largest flagship store in the region. 

The 242sqm space is located in the Haikou International Duty-Free Shopping Mall and includes a private VIP lounge and consulting area.

An opening event was jointly organised with China Duty Free Group and attended by one of the brand’s ambassadors, Chinese actress Qin Lan. 

To enhance the in-store experience, the store also provides spa services to qualifying customers at the Spa de La Mer facial cabin, its first in travel retail. Customers can make an appointment online to use these services.

La Mer also collaborated with Oscar winner Michelle Yeoh to produce a social ad promoting its new Moisturizing Soft Cream. 

Lamer, acquired by Estee Lauder in 1995, has a global reputation among cosmetics enthusiasts. The brand reportedly contributed more than $1 billion in net sales in 2018. 

Meanwhile, following the acquisition of Tom Ford at the end of last year, Estee Lauder is further expanding its portfolio with a new investment in the fragrance business Vyrao, a British brand producing unisex perfumes aimed to cure, inspire, and revitalise body and home.