L’Oréal Paris has generated over 120 million interactions on Chinese social media since launching a striking pop-up at China Duty-Free Group’s (CDFG) Haitang Bay Sanya International Duty-Free Shopping Complex.
At the center of the installation is a five-meter-high, L’Oréal Paris-branded replica of the Eiffel Tower.
The beauty giant leveraged the social media influence of Chinese popstar Cai Xukun (Kun), who was a special guest at the launch on January 4. The installation is in place throughout this month.
The event drew a large crowd, who watched Cai Xukun, along with L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler, engrave a special-edition lipstick.
The message “Kun loves L’Oréal Paris” was applied to the brand’s bestselling Color Riche Moist Matte lipstick. The singer also signed L’Oréal Paris gift boxes for fans.
L’Oréal said the pop-up has an East-meets-West theme, fusing “made-in-Paris chic” with the color red, a Chinese symbol of prosperity.
The pop-up targets holiday travelers, inviting them to discover the L’Oréal Paris “accessible luxury” beauty collections for men and women.
Cai Xukun said: “To be able to surprise Chinese travelers by bringing an Eiffel Tower to Haitang Bay is definitely a first for me.
“L’Oréal Paris is my first choice of the beauty brand, and I’m happy to share the brand story with my fans in such a vivid and striking way.”
L’Oréal Paris Travel Retail Asia Pacific General Manager Olivier Tessler said: “I am enthusiastic about sharing an extraordinary Parisian experience with Chinese travelers in Haitang Bay.
“Together with Cai Xukun and CDFG, we are delighted to invite everyone to a celebration of every element of our brand’s DNA – Paris, beauty, creativity, fashion, and diversity. Our goal is to lead the way in making beauty trends for all.”
This post originally appeared on The Moodie Davitt Report, our content partner site.