French cosmetics brand Make Up For Ever has opened a new travel retail boutique at Sanya International Duty-Free, China. 

In collaboration with LVMH and China Duty-Free Group (CDFG), the store aims to provide customers with an interactive experience in beauty, departing from the traditional retail format. 

The boutique is designed with the brand’s signature red and black colour palette, incorporating multi-sensory features. Two large LED walls at the entrance highlight new and best-selling products, while the interior boasts several immersive exhibitions, games, and displays. 

For example, the HD Skin Zone features the brand’s HD Skin product range with RFID technology for interactive learning, while the Digital Game Wall lets customers participate in a challenge to win prizes. 

Additionally, the Brand Immersion Room offers an interactive digital art exhibit showcasing the brand’s history and artistry. 

“Recognising the sophistication of Chinese consumers, we wanted to open the world’s first concept here to represent and match its influential position in travel retail,” said Make Up For Ever regional brand manager Keith Teoh during the store’s opening,