LANCÔME Travel Retail Asia Pacific, leading French luxury beauty brand, held a monumental finale celebration of its ‘Declaring Happiness’ campaign with the launch of an unforgettable Holiday Wonders pop-up concept at Hong Kong International Airport (HKIA) on 14 December 2017.
Rounding off the celebrations with a festive flourish, LANCÔME brought a little piece of Paris to the heart of bustling HKIA with a pink dazzling 5-metre high LANCÔME branded Eiffel Tower and a joyous pop-up store inspired by the City of Love, complete with a digital ‘Journey of Holiday Wonder’ game for travelers to receive a digital boarding pass for an opportunity to experience LANCÔME Miracle Secret fragrance right at the feet of the Eiffel Tower.
Opened from 12th Dec 2017 to 15th Jan 2018 at HKIA Departure Central Concourse, the Holiday Wonders pop-up concept at HKIA is the latest event, which concludes LANCÔME Travel Retail Asia Pacific’s successful run of ‘Declaring Happiness’ events across Asia. The global campaign saw an unprecedented level of brand engagement through exciting events that previously took place in Singapore, South Korea and China.
Finally landing in Hong Kong, the LANCÔME Holiday Wonders pop-up store celebrates the inaugural partnership of The Shilla Duty Free, commemorating the retailer’s first entry into one of the busiest airports globally. Leading the celebrations, the LANCÔME Holiday Wonders pop-up store brings to life the brand’s manifesto by sharing moments of happiness with all women through its immersive retail-tainment elements.
Towering over the concourse at an impressive 5 metres in height, the pink holiday-themed LANCÔME Eiffel Tower is a sight to behold and acts as the backdrop for the opening flash mob dance performance during the official launch ceremony for the LANCÔME Holiday Wonders pop-up store.
Hosted by actress and beauty queen, Sarah Song, dancers dressed in chic pink outfits kickstarted the event with a lively number that entertained both VIPs, guests and airport travellers alike. Guests were also treated to a memerising light showcase at the LANCÔME Eiffel Tower following the official ribbon cutting ceremony.
Much like the original Eiffel Tower, the LANCÔME Eiffel Tower will continue to sparkle for 30 seconds at each 15-minute interval daily, creating incredible photo-worthy moments for travellers. Creating digital buzz for the event, three beauty KOLs, namely Sharon Yung, Giann Chan and Alice Ha, were also invited for a photo opportunity at the Eiffel Tower and to share their most memorable travel moments with the ‘#travelwithLancome’ hashtag.
“It has been extremely heartwarming to witness the success and the immense support that women from all over Asia has given our ‘Declaring Happiness’ global campaign over the past three months.
There is no better way to conclude this campaign than right here in Hong Kong, with this spectacular Eiffel Tower and Holiday Wonders pop-up installations,” says Emmanuel Goulin, Managing Director of L’Oreal Travel Retail Asia Pacific. He further adds, ‘Much like how the Eiffel Tower is a Parisian icon, LANCÔME is also a quintessential luxury French beauty leader that has been making women’s lives more beautiful over the past 80 years through our quality skincare, makeup and fragrances.
In the years to come, it is our hope that LANCÔME will continue to channel the spirit of the Eiffel Tower by offering the best in beauty to all women, and growing in strength to become the largest French beauty brand worldwide.”
The fun does not stop at the LANCÔME Eiffel Tower as a series of immersive retail-tainment awaits travelers at the LANCÔME Holiday Wonders pop-up store. Beginning at the Eiffel Tower, a digital map will lead guests to discover the beautiful LANCÔME Holiday Wonders pop-up store and the perfect holiday gifting experience.
Reminiscent of a LANCÔME Parisian home with classic Parisian windows and chimney, the pop-up is decorated in romantic pinks and whites, complete with a sparkly Christmas tree at its entrance that is fully decked out with Christmas baubles, ribbons and gift boxes.
Having participated in the ‘Journey of Holiday Wonder’ digital game at the Eiffel Tower, guests were also able to redeem their complimentary gift of Miracle Secret sample at the LANCÔME Holiday Wonders pop-up store.
Further adding vibrancy to its lineup of retail-tainment, a ‘Fly Me To Paris’ instant print photo booth allowed guests to capture their best Parisian memories. An interactive digital game situated at the storefront kept guests entertained throughout the event, as they took turns playing an opportunity to win LANCÔME’s bestselling L’Absolu Rouge lipstick samples.
To make gifting effortless this festive season, the LANCÔME Holiday Wonders pop-up store also features a wrapping station with complimentary gift wrapping and personalized greeting cards by the in-store calligrapher.