LANCÔME Travel Retail Asia Pacific threw its largest ever pop-up party, Seoul #Unstoppable Club, in partnership with Hyundai Department Store Duty Free on 26th October.
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As a first-of-its-kind dedicated beauty space for consumers, the beauty giant made its #Unstoppable statement with the biggest and Suzy Bae with Teint Idole Ultra Wear Foundation and L’Absolu Rouge Ruby Cream in the event boldest brand take over at the COEX K-pop Square that spans a space of approximately 500m2.
A special appearance by popular Korean celebrity and LANCÔME local ambassador for South Korea, Suzy Bae, kicked off the grand opening celebration, which saw over 300 guests and 100 media reporters in attendance. Besides, 60 prominent Chinese & Korean KOLs and selected Hyundai Duty Free VIPs were also specially invited to gain an exclusive preview of the pop-up ahead of its launch.
The iconic COEX K-Pop Square was dominated by LANCÔME Seoul #Unstoppable Club from 26th October to 3rd November. With over 10 outdoor digital panels adorning the streets of Gangnam, this impressively large-scale pop up was hard to miss by any passerby.
Domination of COEX K-pop Square with media panels featuring LANCÔME products
Seoul #Unstoppable Club featured the brand’s two beauty best sellers: the 18-Hour long wear Teint Idole Ultra Wear Foundation and the new ultra-pigmented L’Absolu Rouge Ruby Cream. Inside the pop-up, the #Unstoppable beauty journey began with the Makeover Station, where customers got a personalized makeover by professional LANCÔME makeup artists. Customers were then able to showcase a series of empowering attitudes and snap a video at the Teint Idole Wall, an interactive digital booth. Another surprising experience was the Ruby Lift, an exquisite kaleidoscopic lift, where consumers could choose their favorite Ruby Cream lip color.
The highlight of the event was LANCÔME’s very own #Unstoppable Roller Disco rink: a full-scale skating rink, completed with skates rental and disco music for consumers to enjoy. Inside, they could experience themselves the long-lasting effect of LANCÔME’s make up after a full day of activities. At the end of the beauty journey in this pop-up, consumers could purchase on Hyundai Duty Free e-commerce site and redeem exclusive gifts at the airport. This O2O activation fully integrates engagement from offline to online space, offering consumers an immersive retail experience.
Tao Zhang, General Manager of LANCÔME Travel Retail Asia Pacific comments, “This Seoul #Unstoppable Club is another milestone of creating surprising consumer experiences to connect with millennials and travelers around Lancôme’s iconic makeup products, i.e. Teint Idole Ultra Wear Foundation and new L’Absolue Rouge Ruby Cream in an impactful way. This perfect O2O retail execution would not be made possible without the support of Hyundai Department Store Duty Free Co. I would like to thank on behalf of the brand to Hyundai Duty Free’s management team. I look forward to our next collaboration.”
Hwang Hae Yeon, President of Hyundai Department Store Duty Free Co. says, “This event was full of unprecedented experiences, aligning well our strategy with LANCÔME Travel Retail Asia Pacific to heighten shoppers’ engagement by offering inaugural experiences that extend beyond traditional retail. In this climate of robust ecommerce growth, the LANCÔME Seoul #Unstoppable Club offers the perfect Challenge the long lasting power of LANCÔME make up at Unstoppable Roller Disco Rink Offline to online experience to Hyundai e-commerce site at O2O Checkout zone opportunity to drive O2O conversions and traffic. We are very happy to be part of this as we celebrate our 1st anniversary this year, and we hope to continue this momentum moving forward.”
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The entire Hyundai Duty Free store on the 9th floor was taken over by LANCÔME for the month of the event. All shoppers had a mesmerizing #Unstoppable experience in the mall through the brand’s Podium makeover and elevator wrappings.