An astounding 35 million people engaged via social media with the opening of a revamped Yves Saint Laurent boutique at China Duty Free Group’s Haitang Bay International Shopping Complex, according to L’Oréal Travel Retail Asia Pacific.
When it first opened in 2014, the Haitang Bay Shopping Complex, was described as an extraordinary vision by the attendees of the Grand Opening.
Today, it is one of the top points of sales for Yves Saint Laurent in Asia Pacific travel retail.
The building is magnificent, the range of brands and stores dazzling, the execution consistently excellent and the level of consumer excitement unprecedented in travel retail history.
The French beauty group held a three-day pop-up party, themed #MYLIPVIBES, in August to celebrate the new-look 55sq m boutique.
An estimated 5,000 travellers attended the event in person.
The event highlighted Vernis à Lèvres products via a podium which included celebrity make-up shows and performances by internationally-renowned DJs.
Vernis à Lèvres is said to offer an “innovative lip product” by combining the texture and shine of a lip gloss with the long-wear of a stain. The applicator’s slanted tip and short soft bristles allow for easy, precise application, stated L’Oréal.
Travellers were encouraged to shoot personalised Vernis à Lèvres music videos using L’Oréal Travel Retail Asia’s first digitalised video booth.
The event was designed to merge offline and online customer experience and make sure that #MYLIPVIBES would populate the cyberspace.