The homepage of Make Up For Ever's WeChat Mini Program
Make Up For Ever Travel Retail APAC has made its first foray into the WeChat Mini Program, integrating offline and online touchpoints for a seamless duty free shopping experience to inspire Chinese travelers to explore the brand's products and discover its in-store services.
Hosted within the WeChat ecosystem, the Mini Program was developed to serve Chinese consumers by establishing connections and engaging them throughout their travel journey with unique features catered for different junctures – pre, during and post-trip. To facilitate a multifaceted discovery journey, the Mini Program will be actively boosted across various omnichannel customer touchpoints to grow awareness and drive membership recruitment.
Keith TEOH, Regional Brand GM, TR APAC & Sea-Oceania, said, “We always strive to connect and engage with our consumers. With this Mini Program, it allows us to develop our relationship with the Chinese consumers, in turn allowing them to discover and interact with us.”
The homepage features a 2D virtual simulation of Make Up For Ever’s flagship boutique at cdf Haikou International Duty Free Shopping Complex. Here, users are ‘teleported’ to the boutique where they can virtually browse bestsellers, new launches, and travel exclusives; participate in brand immersion room engagement activities; book one-to-one beauty classes at the play table; and organize group buys with friends.
The Desert Travel interactive game
Conceptualized from Make Up For Ever’s newly launched HD Skin Powder Foundation, the Desert Travel interactive game invites players to skate through winding sand dunes to collect the brand’s iconic products while avoiding obstacles along the way. To keep players engaged and returning daily, players can compete to win prizes which are awarded to weekly and monthly high scorers.
Inspiring wanderlust among Chinese travelers in Hainan, the 'What’s Your Mood Today?' quiz recommends trending makeup looks based on users' moods, chosen Hainan activity (i.e. beach, trekking, hotels & bars) and preferred makeup routine. Considering the users’ responses, the quiz will recommend the ideal makeup look and Make Up For Ever products to re-create the trend, with links to purchase directly from CDFG’s ecommerce Bugou site.
Mini beauty classes offered at Make Up For Ever Travel Retail’s flagship boutique
Through the Mini Program, customers can book one-to-one mini beauty classes at Make Up For Ever Travel Retail’s flagship boutique, to learn from brand experts on lips, eyes, brows, or foundation application. These beauty classes can be redeemable via member points or with a minimum spend in-store.
The 'Group Buy With Friends' feature allows travelers to extend their duty free purchase quota to other friends, enabling them to share their favorite Make Up For Ever products and consolidate interested items into one wish list for fuss-free purchase. Besides helping travelers fully utilize their tax-free quota, it supports gift giving to friends and loved ones via convenient access to their wish list within the Mini Program.
Members are incentivized to earn more points by completing an array of Mini Program tasks from member registration, product exploration to gamification and more. Subsequently, the points can be used to redeem deluxe samples, beauty-to-go products and mini beauty classes offered in-store.
