May 30 2024  |  Fragrances, Cosmetics, Skincare & Haircare

fresh introduces a ‘Sensorial Garden Voyage’ with China Duty Free Group and Ctrip

By Hibah Noor

fresh adds a 'Sensorial Garden' touch to the cdf Mall

LVMH-owned skincare brand fresh has partnered with China Duty Free Group and Chinese travel platform Ctrip in a ‘Sensorial Garden Voyage’ at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Hainan.

Inspired by fresh’s gifting appeal, a Sensorial Garden pop-up, with a blue box design complete with a ‘Gift from Nature’ ribbon, has operated throughout May, with visitors invited into the fresh world where nature meets creativity, with exclusive activations and offers included in the multi-sensorial experience.

The pop-up showcases fresh’s hero products the Black Tea Advanced Age Renewal Face & Eye Cream and the Kombucha Facial Treatment Essence and includes an omnichannel activation covering various touchpoints to create seamless and engaging brand experience.

The vibrant pop-up introduces customers to fresh's latest products including the Black Tea Advanced Age Renewal Face & Eye Cream 

Through targeted online and social activations, fresh immerses potential customers in a sensorial journey of discovery, with fresh targeting Hainan travelers through exposure on Ctrip and influencer collaborations.

According to fresh, the use of strong product showcases and glimpses of the pop-up store, generated widespread awareness in the online space.

At the interactive photo zone, customers are encouraged to take a photo using an AR filter with ethereal dancing butterflies. They can share their images and receive a high-end skincare trial kit upon completion.

Floral bouquets were offered as gifts throughout the campaign and especially on special occasions such as Golden Week, Mother's Day and the 520 weekend. An ingredient-inspired Wellness Tea Bar not only offered visitors a drink but also introduced them to ingredients linked to the skincare benefits of fresh’s latest innovation, Black Tea Advanced Age Renewal Eye Cream. Customers could also experience the new products in the skin consultation zone.

Exclusive offers were designed to enhance the shopping experience, with fresh noting an “unprecedented surge in footfall”.

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