March 15 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Urban Decay throws anniversary party to celebrate one year in Hainan

By GTR Magazine Staff

Urban Decay's Venice Beach-inspired pop-up at Houhai Village in Hainan

Urban Decay Travel Retail recently celebrated two milestones – its first anniversary in Hainan and the opening of new point of sales in partnership with China Duty Free Group (CDFG).

"In honor of Urban Decay’s milestones, the brand pushed boundaries and brought to life an exclusive collaboration with AYAYI — China’s hottest virtual icon — reaching a brand-new segment of audience with KOL campaigns that showcased AYAYI-inspired makeup looks specially curated with Urban Decay’s vegan and cruelty-free products," explains a press release. The products include the iconic All Nighter Setting Spray, the all new Naked Mini Palette, and the high-performance 24/7 long-lasting Moondust Eyeshadow.

"From December 22 to 26, 2022, Chinese singer-actress Chloe Xie, KOLs, and travelers flocked to the Urban Decay’s Venice Beach-inspired pop-up located in the IPK Bar, Houhai Village in Sanya, Hainan. Esteemed muses of the brand were invited to the private preview party on December 22, where they were engaged in a trio of Urban Decay's experiences: a "Lock Your Look" station where they discovered the brand's iconic magic products, a "Naked Your Way" room where they expressed their inner selves, and a "Glitter 24/7" booth where the influencers sparked the moment with a professional photo pose. The event saw a remarkable collective reach of 43 million in audience."

The first-of-its-kind experiential space was then opened to the public on December 24 and 25. Urban Decay’s celebrations culminated with a livestream night out on CDFG’s social platforms on December 26, co-hosted by CDFG and Urban Decay China Spokesperson Chloe Xie with over 10.1 million followers on Weibo. The event marked the Chinese celebrity's first-ever official brand visit to Hainan. The livestream event clocked 6.3 million views in under 45 minutes, and the overall celebration amassed over 63.4 million views across social platforms Weibo and Red.

“This is a breakthrough pop-up of many firsts for Urban Decay Travel Retail - our first anniversary in Hainan, our first and exclusive collaboration with the unprecedented virtual influencer AYAYI, our spokesperson Chloe Xie’s first-ever official brand visit to Hainan, and the opening of our new counters with China Duty Free Group. We are proud of the brand’s strong momentum in the past year and are delighted to have our fans, friends of the brand, and partners join us in this monumental celebration of firsts in Hainan,” said Marin Vialle, L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit.


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