L'Oréal Groupe underlines commitment to Hainan at CICPE 2025
L'Oréal Groupe at the 2025 China International Consumer Products Expo
Beauty and innovation leader, L'Oréal Groupe is celebrating its fifth consecutive year of participation at the China International Consumer Products Expo (CICPE). The event is the largest consumer expo in the Asia-Pacific region and China’s premier national-level exhibition for consumer products.
L'Oréal said it is committed to fully seizing the shared opportunities of the CICPE and Hainan Free Trade Port, to better serve both Chinese and global consumers in Hainan with new brands, products, beauty tech and innovative sustainable solutions.
Hainan: A Catalyst for Travel Retail Growth
L’Oréal reaffirms its dedication to Hainan, a key international shopping destination and burgeoning hub in travel retail. As China’s largest free trade zone, it is also home to the world's largest duty-free shopping complex. L’Oréal’s continued presence at Hainan accentuates its strategic vision to elevate beauty retail experiences in key global travel destinations, and pioneer beauty innovations in the dynamic Asia-Pacific market.
Travelers are actively seeking immersive experiences, and L’Oréal’s strong portfolio of brands are captivating places that offer vibrant, curated shopper-tainment experiences embracing sense of service, the sense of place, the sense of time, the sense of ultimate luxury and the sense of gifting. Through building memorable experiences with exciting retail stores and engaging animations, L’Oréal is reinforcing its leadership in travel retail, reshaping beauty experiences throughout the consumer journey.
Emmanuel Goulin, President of L'Oréal Travel Retail Worldwide, commented, “L'Oréal reaffirms its commitment to Hainan, an international business destination and key travel retail hub. As a dynamic tourism and consumer center, Hainan is an important area of interest for L'Oréal Travel Retail. L'Oréal has always been at the forefront of delivering powerful travel retail concepts that reinvent and push the boundaries. We are committed to partnering with Hainan and investing in innovative retail experiences and sustainable growth for the future."
Vincent Boinay, President of L’Oréal North Asia Zone and CEO of L’Oréal China, reaffirmed the company’s confidence in the Chinese and Hainan market. “We’re poised to further embrace the vast opportunities brought by China’s high-quality development and high-level opening-up, with Hainan standing as a vivid testament,” he said. “We’ll continue to strengthen our presence and investment in the China market, respond to savvy consumers’ evolving beauty aspirations, and co-create a more dynamic consumption ecosystem in China.”
Haitang Bay Block C welcomed the world’s largest Lancôme flagship store in June last year
Jesus Abia, Managing Director of L’Oréal Travel Retail Asia Pacific, highlighted the evolving expectations of today’s consumers, “Travelers seek more than just products, they are increasingly seeking personalized and unforgettable moments to enhance their journey. We continually pioneer innovative shopper-tainment in Hainan, such as: the launch of exciting new brands like Aesop’s first flagship store in Hainan; the world’s largest Lancôme flagship store Lancôme Domaine De La Rose; and immersive online and offline animations such as YSL Beauty Light Club. All these new brands, captivating new stores, and immersive activations resonate with travelers on a deeper level, meeting the needs of the modern consumer.”
L’Oréal Travel Retail's commitment to continually setting new benchmarks in retail innovation with cutting-edge store concepts and immersive activations can be seen in all its brands’ retail stores and animations as detailed below.
YSL Beauty Light Club Redefines Beauty Experiences With A Disruptive O+O Concept in Hainan
YSL Beauty Light Club is the theme of L'Oréal’s CICPE pavilion 2025 this year. Captivating guests with a striking heart radiating like a disco ball in the middle of the dancefloor, this visually-arresting focal point sets the tone for a dynamic and immersive journey that awaits.
Shopper-tainment at the YSL Beauty Light Club
At the same time in Hainan throughout March 2025, YSL Beauty Light Club 2.0 was also activated in Haitang Bay’s cdf Sanya International Duty Free Shopping Complex, integrating the 360 club vibes across multiple touchpoints online and offline. These include pre-trip ad targeting to raise awareness about YSL Beauty Light Club and two mini club outposts, YSL Beauty Club Elevator and YSL Beauty Fragrance Bar, each designed to provide unique experiences while driving traffic to the main pop-up.
At the main retail space, it pulsed with a vibrant club atmosphere where customers were treated to innovative "shopper-tainment" like the AI-powered DJ, which offered personalized makeup suggestions and guided visitors to the Look Sur Mesure makeup service; as well as the Silent Disco Fragrance Finder, which was tailored to suggest the perfect fragrance with an instant try-on experience.
Meanwhile, inside the YSL Club Elevator which was designed with a chic and playful aesthetic, it offered an immersive journey tailored for the Gen Z audience. Guests stepped through its mechanical doors into a world of pulsating lights and music, where pressing a button unlocked different "floors", each embodying a unique scent from YSL’s Le Vestiaire des Parfums collection.
Aesop launched first Flagship Store in Hainan
23 December 2024 heralded the arrival of Aesop's first travel retail destination in Hainan, with the first Aesop flagship store in Hainan opened in CDF Sanya International Duty-Free Shopping Complex.
Warm hospitality, bespoke consultations, and a sensory exploration of formulations await each consumer
Following L’Oréal Travel Retail’s vision to continually reinvent the traveler experience via profoundly engaging experiences and Aesop’s unique approach to store design, this store offers a distinctly sensorial experience that nurtures a deep connection with the brand. Inspired by the surrounds of this beautiful island, the space is influenced by memories of sunlight refracting through water while swimming, which is translated into the store's own unique architecture. Warm hospitality, bespoke consultations, and a sensory exploration of formulations await each consumer, such as a welcoming cup of tea along with oshibori, to the discovery of fragrance through a specially-designed space dedicated to Aesop’s unconventional Eaux de Parfum.
World-First Lancôme Domaine De La Rose Flagship Store
In June 2024 was the grand opening of the Domaine de la Rose by Lancôme flagship store in Haitang Bay Block C. This marked the world’s largest Lancôme flagship store, bringing to Hainan the world’s finest fragrance capital of Grasse - the birthplace of Lancôme’s precious rose estates, and seamlessly blended the brand’s heritage and elegance with cutting-edge green sciences.
The store highlights the sustainability of the rose distillery’s extraction processes and technology, that highlights the sustainability of the rose distillery’s extraction processes and technology. It provides a luxurious, consumer-focused environment where visitors can explore the brand’s premium L’Extrait range, exceptional service and gifting.
Maison Margiela Fragrances Airport-Themed Pop-Up in Hainan
In June 2024, Maison Margiela Fragrances launched a captivating summer pop-up at the Sanya International Duty-Free Shopping Complex in Haitang Bay. Designed to evoke the ambiance of chic airport lounge, the pop-up invited travelers to explore the world of Maison Margiela’s signature fragrances in an immersive setting, and explore the complete Replica collection, featuring an array of evocative fragrances, luxurious bath and body products, and captivating home scent, including the collection's bestseller Lazy Sunday Morning Eau de Toilette.
Maison Margiela Fragrances presents its airport-themed pop-up
To create a lasting memory of their visit, customers could check in at a digital kiosk within the pop-up. There, they could personalize a Replica boarding pass with their name and preferred travel date, making their experience truly memorable. This pop-up exemplifies L’Oréal leadership in the fragrance category and its commitment to delivering innovative consumer engagement.
As L'Oréal Groupe continues to innovate and invest in Hainan in the long run, it reaffirms its commitment in shaping the future of travel retail through continuous innovation and immersive experiences, delivering exceptional beauty shopper-tainment experiences that inspire and delight travellers worldwide, while contributing to Hainan’s high-level opening-up and its vision of becoming an international tourism consumption center.
