Estée Lauder creates ‘Gifts of Pure Magic’ experiential pop-ups in Hainan

Estée Lauder's "Gifts of Pure Magic" pop-up at CDFG's Haikou International Duty-Free City Shopping Complex featured an enchanting magic hat centerpiece surrounded by opulent holiday decor
In December 2024, Estée Lauder partnered with China Duty Free Group (CDFG) to create a series of holiday activations across the island province's key retail locations.
The centerpiece of the "Gifts of Pure Magic" campaign comprised experiential pop-ups at CDFG's Sanya International Duty-Free Shopping Complex Global Beauty Plaza and Haikou International Duty-Free City Shopping Complex. Both installations featured a central magic hat motif surrounded by red and gold holiday decor, designed to create an immersive retail environment.

From immersive pop-ups to exclusive products, Estée Lauder's partnership with China Duty Free Group demonstrates the increasing sophistication of Hainan's travel retail experience
The activations included makeover services, an interactive photo booth and sampling opportunities. Masterclasses with beauty artists provided hands-on instruction using the brand's products. To extend the campaign's reach, Estée Lauder hosted two livestream events on CDFG's digital platforms featuring pop singer Yao Chen and beauty influencer Olivia.
A collaboration with Italian chocolatier Venchi added an experiential element, with Estée Lauder customers receiving complimentary gelato while Venchi shoppers were offered exclusive beauty gifts. The partnership marked the seventh consecutive year Estée Lauder and CDFG have collaborated on holiday programming.

A shopper enjoys complimentary Venchi gelato as part of the brands' holiday collaboration at CDFG's Sanya International Duty-Free Shopping Complex
The campaign also introduced travel retail exclusive sets tailored for the Hainan market. The CDFG-exclusive Nighttime Essentials Set featured the brand's Advanced Night Repair Serum in a 100ml size along with complementary skincare products selected for the tropical climate. A luxury-positioned Re-Nutriv Ultimate Lift Regenerating Youth Collection showcased the brand's SIRTIVITY-LP Age Reversal Technology.

Interactive elements like makeover stations and photo opportunities helped create an immersive retail environment
The activations align with CDFG's expansion in the region. The state-owned duty free operator now partners with over 1,000 luxury brands across more than 240 retail locations in 90 Chinese cities. Its Sanya International Duty-Free Shopping Complex is currently the world's largest single duty free store.
With Terminal A at Hainan's airports seeing a 33.5% year-over-year increase in passenger traffic during the first half of 2024, reaching 13.9 million travelers, the market continues to demonstrate strong potential for experiential retail concepts and exclusive product offerings.