L’Oréal Travel Retail and CDFG introduce the Kérastase Summer Beach Club to Sanya
The eye-catching activation offered customers an unparalleled opportunity to discover personalized summer hair care solutions in a chic, beach-inspired setting
L’Oréal Travel Retail and China Duty Free Group (CDFG) have joined forces in a Kérastase Summer Beach Club activation at cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
Running from July 1 to 29, the immersive pop-up was designed to transport consumers to the sun-drenched shores of the French Riviera, with a nod to the vibrant energy of Hainan.
The promotion offered customers an unparalleled opportunity to discover personalized summer hair care solutions in a chic, beach-inspired setting, reminiscent of classic striped beach cabanas that is iconic along the French Riviera.
As travelers embarked on their summer beach holiday in Sanya, environmental aggressors such as the sun, salt, chlorine, heat and humidity can cause their hair to be frizzy, dehydrated and more prone to breakage. Extra care is needed on a beach holiday to maintain healthy tresses, and this is where Kérastase Summer Beach Club can help to provide professional hair care for all travelers.
Upon check-in, travelers received a post card to help them to navigate through the various check in points at the pop up and upon completion, they were gifted an Elixir Oil sample.
Travelers could enjoy a comprehensive hair and scalp diagnosis featuring the KSCAN 2.0 device. After the diagnosis, beauty advisors would then recommend suitable products for their hair concerns. A professional Kérastase stylist was also on hand to create the perfect Summer Look hairstyle, ideal for any beach holiday.
The Surf School zone provided fun photo opportunities for travelers, reinforcing the playful, active spirit of summer with the surfboards as the backdrop. Travelers could capture their summer moments and bring home an instant, tangible souvenir of their beach holiday in the form of a magnetic photo print out.
Beyond the visual appeal and interactive elements, the activation also invited travelers to immerse themselves in a captivating olfactive journey in the signature fragrances of Kérastase products at the Product Discovery Zone. Bubbles with the signature scents from the products were featured.
To elevate the purchase experience and provide travelers with a unique souvenir, the Kérastase Summer Beach Club also offered travelers a complimentary Gift Wrapping service with limited-edition gift boxes. Travelers also receive a limited-edition Kérastase Summer Beach Club tote bag with every purchase and personalize it with exclusive patches.
The Kérastase brand also partnered with Rosewood Hotel Sanya in a takeover of the hotel and the beach. This allowed Kérastase Summer Beach Club to go beyond a single event, offering guests and visitors an extended, multi-faceted brand immersion.
Jesus Abia, L’Oréal Travel Retail Asia Pacific Managing Director, commented, "As summer approaches, hair care needs evolve. We wanted to create an experiential space that not only educates our consumers on the best practices for protecting and enhancing their hair during this season but also immerses them in the aspirational lifestyle associated with summer travels and Kérastase Summer Beach Club does just that for our travelers”.
Loic Hemard, General Manager of L’Oréal Dermatological Beauty and Professional Products Division at L’Oréal Travel Retail Asia Pacific, said, "The Kérastase Summer Beach Club embodies our commitment to luxury, personalization, and innovation, offering a delightful escape where beauty meets leisure. It serves as a vibrant hub for brand engagement, inviting consumers to embrace their summer hair journey with confidence and style. Through this activation, Kérastase reinforces its position at the forefront of luxury hair care, continuously innovating to meet the evolving needs of its discerning clientele worldwide."
