Lancome Travel Retail pushes digital presence online

Lancome Travel Retail Asia Pacific has launched a “Declaring Happiness” campaign aimed at strengthening its digital presence, with a focus on Hong Kong, Singapore, China and Korea.

Celebrities and beauty opinion leaders are involved in the French luxury beauty brand’s  promotion, which converges offline and online retail experiences with the hope of engaging consumers.

An event in the first 2020 concept store for Lancome Travel Retail Asia Pacific, at Lotte Hotel in Seoul, kicked off the initiative. Korean actress Kim Go-Eun was a special guest. The event was the company’s first venture into live streaming, with guests including 11 social-media influencers from China. They provided live coverage through Weibo of both the concept store event and the following cocktail party.

Then the campaign moved to Singapore, with a Lancome Holiday Wonders pop-up store at Changi Airport, which is open until November 10. An exclusive at the pop-up is the Lancome Travel Retail Worldwide virtual mirror, which enables shoppers to try different makeup looks via a virtual makeover. Other attractions are a photo booth and a touchscreen game.

Customers buying certain items at the store are offered a complimentary engraving service for the Lancome x Singapore luggage tag, an exclusive holiday collectible.

The next stop will be at Haitang Bay in China this month, with the brand journey ending in Hong Kong next month.

“We hope to continue creating moments of happiness for women by exploring different consumer-centric innovations at our events that allow us to foster a deeper connection and engagement with our customers,” says Lancome Travel Retail Asia Pacific GM Tao Zhang.