Make Up Forever partners with China Duty Free Group at Global Beauty Plaza
The official opening of the Make Up For Ever boutique was graced by senior executives from Make Up For Ever and CDFG, journalists and influencers
Make Up For Ever Travel Retail APAC, part of the LVHM Group, has partnered with China Duty Free Group (CDFG) in a first-of-a-kind experiential boutique at cdf Sanya International Duty Free Shopping Complex Block C.
The official opening was marked by the attendance of senior executives from Make Up For Ever and CDFG, journalists and influencers.
Keith Teoh, Regional Brand General Manager of Make Up For Ever Travel Retail APAC, said, “Recognizing the sophistication of Chinese consumers, we wanted to open the world’s first concept here at Haitang Bay to represent and match its influential position in travel retail. Today, we are excited to officially unveil this flagship door with never-before-seen store elements and usher shoppers to step into our world of makeup artistry.”
"A cut above the rest": Make Up For Ever opens at cdf Sanya International Duty Free Shopping Complex Block C
Designed with the brand’s signature red and black palette, this flagship boutique challenges conventions of a brick-and-mortar store with multi-sensory touch points designed to set it a cut above the rest. At the entrance, two striking LED walls in contrasting red and beige draw attention to new launches and bestselling products. Venture deeper in, customers unlock Make Up For Ever’s world of artistry with immersive exhibitions, creative storytelling, interactive games, aesthetic light displays and others to attract and engage shoppers seeking unique experiences. In the future, the brand has plans to host beauty masterclasses, private makeup consults and livestreams in-store.
Make Up for Ever’s first exclusive HD SKIN customization counter in the Asia-Pacific region features design inspired by curvatures representing airflow, creating an ambiance reminiscent of white clouds in the sky. The entire area is decked out in cream colors matched with lighting to create an overall bright and fresh feeling.
Here, customers are introduced the complete HD Skin franchise from foundations to powders, reinforcing the brand’s complexion expertise. Integrated with RFID technology, customers can interact with products on the counter to learn their efficacies, watch torture test videos and trial its textures.
Make Up For Ever introduces its first exclusive HD Skin customization counter in the Asia-Pacific region
The Hainan exclusive zone incorporates local Hainan culture in both design and cultural expression, featuring rattan craft lamps by the Li ethnic group and decorative elements such as coconut trees, sea waves and actual sand from Hainan beach. Custom gift boxes are also available for purchase. On the other side, the trend looks table features this season’s hottest make up trends, as seen on Xiao Hong Shu and Douyin, with step-by-step video tutorial and exact products used to achieve these looks. Currently, the two featured trends include Retro Floral and Smokey Cat Eye.
Inspired by HD Skin’s promise of “undetectable” makeup finish, a digital game adopts a Where’s Waldo concept to test players’ observational skills. Within 30 seconds, players are challenged to find hidden product silhouettes among a complex artwork and win prizes upon successful completion.
An interactive digital art exhibit is hidden at the back of the boutique with three zones offering various immersive and photo-worthy installations. Customers are encouraged to take a walk through the brand immersion room to learn about Make Up For Ever’s Academy Exhibition and experience interactive light projections.
Taking inspiration from the front desks of luxury European hotels in the 80s, with rows upon rows of room keys hung on walls behind the reception counter, the boutique’s feature wall is adorned with rows upon rows of makeup brushes to pay homage to the brand’s founder, Dany Sanz, and how she revolutionized makeup application by trailblazing inventive brush designs.
At the heart of the store, the red play table is symbolic of a hotel’s reception counter, where beauty advisers warmly welcome shoppers to trial products, provide consultations and other services. Overall, Make Up For Ever’s flagship boutique desires to give shoppers the ‘key’ to unlocking their own makeup style and fall in love with the brand’s exciting world of makeup artistry.
