Leading French luxury beauty brand LANCÔME
Travel Retail Asia Pacific is delighted to announce the launch of a global campaign,
‘Declaring Happiness’, which will be celebrated through a series of brand events across
Asia. In line with the global direction to strengthen LANCÔME’s digital presence in the
region, each of these events will leverage on the digital influence of celebrities and key
beauty opinion leaders to engage a broader audience, and at the same time converge the
offline and online retail experiences to foster a stronger brand engagement with
consumers.
Beginning in Korea, the global initiative was kickstarted with a store event
and cocktail party graced by renowned Korean actress, Kim Go-Eun, at Lotte Hotel, the
first 2020 concept store for LANCÔME Travel Retail Asia Pacific to offer a unique retail
experience with its consumer centric and high retail quality that allows travellers to freely
discover various travel exclusive products in the shop. After which, the campaign landed
on the shores of Singapore, with a resplendent LANCÔME Holiday Wonders pop-up
store that lit up Singapore Changi Airport in festive spirit for the holiday season. Moving
forward, the campaign will make a stop in China, with a launch event in November at
Haitang Bay that is set to continue the brand’s journey in sharing happiness with all
women, before concluding with a Hong Kong event in December.
The Soul Behind The Campaign
“The LANCÔME ‘Declaring Happiness’ global campaign richly illustrates our passion to
inspire and share happiness with women by making their lives more beautiful. Ultrafeminity,
emotion, joie de vivre and beauty have always been at the heart of LANCÔME’s
DNA. Through this series of ‘Declaring Happiness’ events across Asia, we hope to
continue creating moments of happiness for all women by exploring different consumercentric
innovations at our events that allows us to foster a deeper connection and
engagement with our consumers.” says Ms. Tao Zhang, General Manager of
LANCÔME Travel Retail Asia Pacific.
‘Declaring Happiness’ Kick-off Event in Seoul
The ‘Declaring Happiness’ campaign started off in Seoul on 12 October 2017 with
LANCÔME Travel Retail Asia Pacific’s first-ever live streaming event, attended by
guests from all across Asia – most notably, renowned Korean actress Kim Go-Eun and
social media influencers from China. The 11 Chinese social media influencers livestreamed
at both the event venue and concept store through Weibo, creating organic,
user-generated content by sharing their experience with millions of their followers and
interacting with them during the live feed.
At the beauty talk session, Kim Go-Eun revealed her beauty secret for porcelain skin and
attributed it to some of her favourite LANCÔME products – the UV Expert Aqua Gel
and Blanc Expert Cushion.
Other highlights of the event also include activities for new product launches such as the
‘Génifique’ zone, which employed touch-screen gaming technology to create a unique
platform on which guests could experience the Génifique Sensitive. Guests were also
given the opportunity to be the first to experience the fruity floral scent of LANCÔME’s
new fragrance, the Miracle Secret, as well as the newly launched L’absolu Gloss.
LANCÔME Holiday Wonders Pop-Up Store at Singapore Changi Airport
Following its launch in Seoul, the ‘Declaring Happiness’ campaign arrived in Singapore
with a much-anticipated LANCÔME Holiday Wonders pop-up store at Changi Airport
on 16 October 2017, the first of its kind to blend retail with entertainment to create a
captivating pop-up experience. The launch event was officiated with a ribbon cutting
ceremony and champagne toast graced by VIPs and partners, followed by a speech given
by Ms. Tao Zhang, General Manager of LANCÔME Travel Retail Asia Pacific.
Pop-up store is designed to enrapture travellers at Singapore Changi Airport with various
multi-dimensional retailtainment. An instant crowd-favourite at the launch event is the
Virtual Mirror, a LANCÔME Travel Retail Worldwide exclusive at Singapore Changi
Airport that allows guests to try on different makeup looks via a augmented reality virtual
makeover application. Fans of Virtual Mirror at the event included notable beauty
personalities and key opinion leaders such as Andrea Chong, Christabel Chua, Kimberly
Wang, Liv Lo, Mongchin Yeoh, Sheila Sim, and Chinese fashion opinion leader Lu Min,
all of whom indulged in the exciting opportunity to experience the Virtual Mirror. Guests
were also kept entertained with a LANCÔME photobooth at the storefront which
featured a splendid backdrop of floating balloons over Paris. Finally, for a chance to win
the brand’s bestselling L’Absolu Rouge lipstick samples, guests did their best to clock up
top scores at the LANCÔME digital touchscreen game.
Consumers at the LANCÔME Holiday Wonders Pop-up store will also be treated to a
complimentary engraving service for the ‘LANCÔME x SINGAPORE’ luggage tag, an
exclusive holiday collectible for those who purchase the ‘Your Perfect Travel
Companion’ sets.
Hereafter, consumers can look forward to a uniquely LANCÔME beauty experience
when the ‘Declaring Happiness’ campaign makes its stop at Haitang Bay, China in
November and Hong Kong in December.