The Chinese market is fast expanding, and skincare has accounted for 80% of travel retail sales in this market since the beginning of the year.
Parfums Christian Dior World of Pure Beauty pop-up reinvents travel retail in Hainan, China.
To surmount the unprecedented crisis that hit travel retail with the Covid-19 pandemic, Parfums Christian Dior chose the island of Hainan off southern China to unveil its World of Pure Beauty pop-up. The Dior Maison took advantage of the occasion to launch its latest beauty innovation, Dior Capture Totale Super Potent Serum.
The new anti-ageing line combines 20 years of pioneering mother cell research with the power of Parfums Christian Dior floral science. Over 4.5 million consumers visited the famous Haitang Bay shopping complex to discover the exclusive event, inaugurated by Chinese actress and Parfums Christian Dior skincare ambassador Jing Tan. The opening ceremony was livestreamed to an audience of 4.5 million plus followers.
Known as the “Chinese Hawaii”, the island of Hainan in southern China has been center stage in the luxury and travel retail world for the past several months. Once the Covid-10 crisis had been brought under control in China, many people had travel on their minds, but only one luxury destination was open to them: Hainan. “This island brought an immediate ray of hope for the travel industry, drawing nearly 60 million Chinese tourists to an island that is 100 percent duty free,” explains Olivier Dubos, Senior Vice President Travel Retail at Parfums Christian Dior.
Dior luxury house partnered with China Duty Free Group (CDFG) to create the World of Pure Beauty pop-up at the Sanya International Duty Free Shopping Complex and launch our Dior Capture Totale skincare range.
With a striking array of bold fuchsia tones, the pop-up was designed as an exceptional journey of discovery into the universe of Parfums Christian Dior’s iconic products. After a personalized skin diagnosis and facial massage with Capture Total products, customers were invited to a Dior Beauty Masterclass with one-on-one skincare consultations.
“We activated an unprecedented digital communications strategy for this huge event,” notes Olivier Dubos. Consumers enjoyed complimentary beauty tutorials using the Maison’s iconic Rouge Dior lipstick, Forever fluid foundation, plus the latest addition to the mythic Miss Dior fragrance line, Rose N’Roses. A bubble of total well-being and innovation…
“In these turbulent times, these products anticipate and respond to the desire of our customers to pamper themselves, to indulge in private, personal and intimate luxury. We believe it’s very likely that Hainan will become a major free trade zone for all LVMH Maisons in the years to come,” commented Olivier Dubos.
The hero product of the Capture Totale line, Dior Super Potent Serum emerges as the most high-performing age- defying serum* to deliver a visible skin transformation. Accoding to Dior, with just one drop, you achieve a more radiant skin (+ 27%). At the heart of the formula is a flower with unique revitalizing power, harnessed by Dior Science.
Longoza is grown in the Dior Gardens, in Madagascar. This flower of the extremes, the so-called “eternal plant”, is capable of regenerating itself and growing even on burnt earth. A rigorous process of eco-transformation guarantees unparalleled life potential for the flower’s seeds.
Longoza extract infuses the skin with energy. It reactivates the regenerating power of mother cells, the core powerhouses of the epidermis.