Gift of Renewal: La Mer partners with leading retailers to celebrate the Year of the Snake
The La Mer pop-up store at cdf Sanya International Duty Free Shopping Complex
In celebration of the Year of the Snake, La Mer – a brand rooted in the healing energies of the sea – has invited travelers to embark on a transformative journey of radiant renewal.
Elevating the Chinese New Year duty-free shopping experience, La Mer took consumer engagement to new heights with an innovative treasure hunt journey. In partnership with retailers across Asia Pacific, Europe, and North America, La Mer introduced an experience filled with moments of surprise and indulgence, by inviting travelers to explore travel retail exclusive offerings and embrace the spirit of renewal by celebrating the prosperity and excitement of the season.
The Snake, a symbol of rebirth and perpetual transformation, heralds a season of new beginnings and infinite possibilities. In this spirit, La Mer collaborated with Xu Jing, a renowned Chinese artist who specializes in calligraphy, to create an exclusive collection that blends the timeless beauty of Chinese calligraphy with the brand’s unwavering commitment to craftsmanship.
Inspired by the fluidity and strength of transformation, Xu Jing’s exclusive artwork for La Mer captures the essence of ‘Renewal’, a theme deeply embedded in both her artistic philosophy and the spirit of the Chinese New Year
The sweeping lines and intricate details mirror La Mer’s dedication to precision and artistry, reinforcing the synergy between traditional craftsmanship and modern luxury.
Patrick Bouchard, Senior Vice President/General Manager, La Mer, Travel Retail Worldwide, said, “Through collaborations with exceptional artists and retail partners, we continue to elevate the travel retail experience, creating moments that resonate with the luxury traveler during the Year of Snake.
“Our commitment extends beyond luxury skincare. It is about crafting a refined retail journey that brings culture, beauty, and renewal to travelers around the world.”
Building on the theme of renewal, La Mer unveiled a variety of pop-up stores and outposts celebrating Chinese New Year at locations across Asia Pacific, Europe and North America in January and February, including:
• cdf Sanya International Duty Free Shopping Complex
• cdf Haikou International Duty Free City
• Beijing Capital International Airport, Terminal 3
• Shanghai Pudong International Airport, Terminals 1 and 2
DFS Macau, Shoppes at Four Seasons
• King Power Rangnam Bangkok
• Taoyuan Airport, Terminal 1 and Terminal 2, Taiwan
• Kansai International Airport, Terminal 1, Osaka, Japan
• Auckland International Airport, International Terminal
• Sydney International Airport, Terminal 1
• Milan Malpensa Airport, Terminal 1
• San Francisco International Airport, Terminals A and G
• Los Angeles International Airport, Tom Bradley International Terminal
Showcasing the artwork of Xu Jing as well as the exclusive collection, the pop-ups reflect the artistry of Chinese calligraphy and its cultural significance, as brought to life through La Mer’s collaboration with Xu Jing. Tailored for the travel retail environment, these activations offer both a moment of indulgence between destinations and an effortless gifting experience, transforming transit spaces into destinations of renewal and self-care.
Consumers are encouraged to take part in La Mer’s treasure hunt
Emphasizing its commitment to retailtainment in Hainan’s dynamic travel retail landscape, La Mer introduced an engaging treasure hunt-inspired journey in two landmark shopping destinations, cdf Sanya and cdf Haikou International Duty Free City. With a La Mer “boarding pass” in hand, consumers embarked on curated "missions" at the pop-up store or brand store, each unlocking exclusive rewards.
Exclusive benefits awaited consumers at cdf Sanya. At the pop-up store, customers had the chance to participate in a scratch card experience, revealing their lucky character and receiving a "Gift of Renewal" from La Mer. Meanwhile, at the brand store, consumers were invited to enjoy a traditional candied fruit (Tanghulu) that added a touch of festive cheer.
Beyond these interactive experiences, La Mer’s travel exclusive sets showcase the brand’s commitment to offering tailored skincare solutions for travelers, integrating the ‘grab-and-go’ concept in busy duty-free environments. Alongside these exclusive collections, La Mer offered a range of festive gifts, each adorned with Xu Jing’s artistic touch: Red packets, key charms, and elegant gift boxes, all featuring the artist’s artwork.
With an unwavering commitment to craftsmanship at its core, La Mer said it “continues to elevate artistry and precision in every creation”. “Designed with travelers in mind, all these tokens of appreciation make for perfect souvenirs, blending elegance and practicality for a memorable gifting experience.”
As the Year of the Snake unfolds, La Mer ushered in a season of transformation and renewal. With the Gift of Renewal, the brand invited travelers to indulge in radiant skin and rejuvenation, enhancing every journey with the unmatched elegance and allure of travel retail.
