LANCÔME’s Haitang Bay Store Unveils New Retail Identity
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On 24 November 2017, LANCÔME Travel Retail Asia Pacific, leading French luxury beauty brand, unveiled the brand’s latest 2020 retail concept at its newly revamped No.1 Point-of-sale (POS) at Haitang Bay, China. The latest in line to celebrate the brand’s ‘Declaring Happiness’ global campaign across Asia, the grand opening event was graced by international celebrity and Brand Friend, Wu Zun, who officiated the ribbon cutting ceremony and attended the opening of the interactive Declaring Happiness popup concept. Wu Zun was also joined by the likes of 17 top Chinese social media influencers such as LU ⼀丝 and ⼩猪姐姐 in spreading beauty and happiness with LANCÔME’s consumers. Having achieved an astounding digital outreach of 127 million via WeChat, Weibo and livestreaming, the event was a tremendous success in elevating the brand’s digital presence and generating genuine brand engagement with consumers. Further bolstering brand engagement and buzz on social media, the influencers also shared additional Weibo stories and WeChat moments in appreciation of LANCÔME’s hospitality at the event.
Currently the No.1 POS for the LANCÔME brand worldwide, the Haitang Bay store is the
largest travel retail store at 120sqm and the second store to unveil the brand’s latest 2020 retail
identity, opening after Lotte Hotel in Seoul, South Korea. Consistent with LANCÔME’s global
strategy to roll out a new retail design language that is fully consumer-centric, the new
Haitang Bay store is efficiently adapted towards the travel retail channel. “The introduction of
the 2020 retail identity to our No.1 POS and largest store in Haitang Bay marks a key milestone
in LANCÔME Travel Retail Asia Pacific’s plans to transform and optimise our stores for the
modern traveller. The design concept of the new 2020 store is set to provide an immersive brand
environment for consumers to fully experience the world of LANCÔME, while at the same time
offer time-pressed travellers a quality and smooth shopping experience through the store’s
thoughtful layout and features,” says Ms. Tao Zhang, General Manager of LANCÔME
Travel Retail Asia Pacific.
Designed with a Parisian ‘apartment with a view’ concept, the new Haitang Bay store is an
inspirational place full of discovery with elegant touches of Parisian chic featured throughout the
store. The interior is warmly lit with soothing tones of greys, white and warm wood to create a
more intimate and welcoming feel for customers. Against a backdrop of virtual video walls
reminiscent of bay windows in a Parisian apartment overlooking the breathtaking panoramas of
Paris, customers will be taken through the beautiful four seasons with roses and petal rain or
Parisian night under starry firmament taking turn to decorate the walls. Other key elements to the store include sharing tables for skincare and makeup, as well as a Grab & Go counter.
Featuring the newest product launches, the sharing tables encourage customers to discover LANCÔME’s world of beauty, from experimenting with different makeup textures and colours to customising their skincare routine through one-on-one personal consultations with LANCÔME’s beauty experts. Latest launches and travel exclusives are also available at the Grab & Go counter for an easy and fuss-free experience.
“In December, the LANCÔME ‘Declaring Happiness’ campaign will make its final stop at Hong Kong.”
In celebration of the Haitang Bay store reopening, LANCÔME Travel Retail Asia Pacific also
introduced an interactive pop-up concept that blends retail with entertainment at four
different online and offline touchpoints named after the brand’s key products – Génifique, Absolue, L’Absolu Rouge and Miracle Zones. The Virtual Mirror at the L’Absolue Rouge Zone, which is an augmented reality virtual makeover application that allows guests to experiment with different face and lip makeup looks, was an instant hit at the event. At the Génifique Zone, guests also had the opportunity to win a sample of Advanced Génifique Sensitive through a touch-screen interactive game vending machine. Complimentary engraving services were also available at the Absolue Zone, where guests can choose to personalise their very own LANCÔME mirrors. While experiencing the Miracle Blossom fragrance at the Miracle Zone, guests were also seen playing with the swing photo booth to recreate their fun Parisian moments against the beautiful backdrop of the Eiffel Tower.
In addition to the retail-tainment zones, the 17 Chinese social media influencers also participated
in a LANCÔME skincare and makeup workshop held within the store. Leveraging on livestreaming social sharing to expand the workshop’s audience reach beyond those who were
physically present, social media influencers brought LANCÔME workshop experience to their
followers, inviting them to join in the LANCÔME brand universe through organic, usergenerated
content and engagement via their personal brand journey at the event.
In December, the LANCÔME ‘Declaring Happiness’ campaign will make its final stop at Hong
Kong.
Questions & Answers
Q.What is the new retail identity concept that Lancôme has introduced in its Haitang Bay store?
What is the new retail identity concept that Lancôme has introduced in its Haitang Bay store?
The new 2020 retail identity, designed with a Parisian 'apartment with a view' concept, aims to offer an immersive brand environment. It features a thoughtful layout and elements like virtual video walls, sharing tables, and a Grab & Go counter to enhance the shopping experience.
Q.How did the grand opening event for the Haitang Bay store engage consumers and expand its digital reach?
How did the grand opening event for the Haitang Bay store engage consumers and expand its digital reach?
The event featured international celebrity Wu Zun and 17 Chinese social media influencers, who generated significant buzz. It achieved a digital outreach of 127 million via WeChat, Weibo, and livestreaming, elevating the brand's digital presence and consumer engagement.
Q.Which other Lancôme store has already adopted this new 2020 retail identity before the Haitang Bay location?
Which other Lancôme store has already adopted this new 2020 retail identity before the Haitang Bay location?
The Haitang Bay store is the second to unveil the brand's latest 2020 retail identity. The first store to open with this new design concept was located at Lotte Hotel in Seoul, South Korea.
Q.What interactive features are available within the new Haitang Bay store to engage customers?
What interactive features are available within the new Haitang Bay store to engage customers?
The store offers interactive elements such as a Virtual Mirror for makeovers, a touch-screen game vending machine at the Génifique Zone, and complimentary engraving services at the Absolue Zone. There is also a swing photo booth in the Miracle Zone.
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