December 18, 2025
‘Joy Unwrapped’: Estée Lauder Travel Retail unveils immersive holiday experience across Asia Pacific
The campaign, running in collaboration with leading travel retailers, draws inspiration from the festive-season ritual of unwrapping and unboxing gifts
Estée Lauder Travel Retail has launched the global brand’s ‘Joy Unwrapped’ holiday campaign across Asia Pacific, inviting travelers to immerse themselves in the joy of gifting.
Drawing inspiration from the festive ritual of unwrapping and unboxing gifts, every element of the campaign – from global and regional pop-ups, exclusive holiday gifting moments, to the refined high-touch experiences – is designed to evoke wonder and anticipation, turning each encounter into a celebration of giving.
The Heart of the Holiday Experience in Macau
This campaign came alive at DFS Four Seasons in the Macau market, where a dedicated holiday installation welcomed travelers throughout November. The setting evoked the joy of unwrapping a beautifully presented gift, with bright, festive accents and an inviting holiday glow. At the Lucky Coin Advent Wall, guests received a token to reveal a sure win gift, adding a moment of anticipation to their visit. For those seeking a travel memento, the DFS-exclusive DIY Christmas Bauble Making station invited travelers to craft bespoke ornaments, turning a moment of transit into a cherished holiday keepsake.
Beyond the interactive experiences, the installation featured a dedicated consultation area where Estée Lauder’s skincare experts offered hand massages and exclusive Travel Exclusive sets. Every detail, from the elegant decor to the tailored service, embodied the brand’s promise of luxury, making DFS Four Seasons the ultimate destination for ‘Joy Unwrapped’.
Shoppers can also experience the same festive activations at DFS Sun Plaza in the Hong Kong market from November 22 until January 11, with festive décor and cheerful interactions inspired by the DFS Four Seasons installment. The space invites travelers to pause and enjoy the quiet joy and comfort of the holidays.
The Art of Personalized Gifting in Hainan
From November 18 until December 31, at the CDF Haikou International Duty-Free Shopping Complex in Hainan, Estée Lauder is elevating the art of gifting with an exclusive Customizable Ribbon Printing service.
This offering invites travelers to personalize their purchases by adding engraved messages, bringing an extra layer of thoughtfulness and sophistication to every Estée Lauder gift. Available only at this location, the experience is complemented by the Lucky Coin Advent Wall and a dedicated consultation area, making holiday shopping both memorable and meaningful.
Illuminating Every Traveler’s Journey
Estée Lauder also extended the ‘Joy Unwrapped’ campaign to Taoyuan International Airport Tasa Meng Duty Free Shop (November 1–30) and King Power One Bangkok (November 1–December 31).
Guests could enjoy expert consultations and explore the brand’s signature collections at these vibrant points of transit, ensuring that the Estée Lauder holiday experience was available to all, whether arriving or departing.
Estée Lauder’s “Joy Unwrapped” campaign brought personalized luxury to Asia Pacific Travel Retail. By customizing experiences for different traveler preferences, the brand reaffirmed its leadership in holiday beauty and made every journey a celebration of the joy of gifting.
