The dance performance under the Lancôme Eiffel Tower. Lancôme Travel Retail Asia Pacific rounded off its celebration of the brand s Declaring Happiness campaign with the launch of its Holiday Wonders pop-up promotion at Hong Kong International Airport (HKIA) by delivering a little touch of Paris earlier this month (from 14 December 2017). The leading beauty brand introduced a striking pink dazzling five-metre high Lancôme branded Eiffel Tower as part of its joyous pop-up store, which was inspired by the City of Love. MULTIPLE ACTIVITIES DESIGNED TO ENGAGE This also featured a digital Journey of Holiday Wonder game for travellers to receive a digital boarding pass for a chance to experience the Lancôme Miracle Secret fragrance right at the feet of the Eiffel Tower.
(L-R): Ms. Cissy Chan, Executive Director of Commercial of Airport Authority Hong Kong; Mr. Changha Shin, Senior Director of Shilla Travel Retail Hong Kong Limited; Ms. Raelene Johnson, Vice President, International Division of Shilla Duty Free; Mr. Emmanuel Goulin, Managing Director of L Oréal Travel Retail Asia Pacific; Ms. Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific; Ms. Anna-Maria Marini, Marketing Manager of Lancôme Travel Retail Asia Pacific; and Ms. Shirley Chan, Managing Director of Hong Kong & Macau of JCDecaux Transport. The promotion opened on 12 December 2017 and now runs until 15 January 2018 at the HKIA Departure Central Concourse so bringing to an end the brand s successful run of Declaring Happiness events across Asia. The company said: The global campaign saw an unprecedented level of brand engagement through exciting events that previously took place in Singapore, South Korea and China. DANCERS MAKE THEIR MARK AT HKIA The big dance performance gets underway at Hong Kong International Airport under the Lancôme Eiffel Tower. Finally landing in Hong Kong, the Lancôme Holiday Wonders pop-up store celebrates the inaugural partnership of The Shilla Duty Free, commemorating the retailer s first entry into one of the busiest airports globally. Leading the celebrations, the Lancôme Holiday Wonders pop-up store brings to life the brand s manifesto by sharing moments of happiness with all women through its immersive retailtainment elements. The company said that the five-metre high pink holiday-themed Lancôme Eiffel Tower is a sight to behold
and acted as the backdrop for the opening flash mob dance performance during the official launch ceremony. APPEARANCE FROM ACTRESS/BEAUTY QUEEN SARAH SONG This was hosted by actress and beauty queen Sarah Song, with dancers dressed in chic pink outfits kick starting the event with a lively number that entertained both VIPs, guests and airport travellers alike. The company added: Guests were also treated to a mesmerising light showcase at the Lancôme Eiffel Tower following the official ribbon-cutting ceremony. Much like the original Eiffel Tower, the Lancôme Eiffel Tower will continue to sparkle for 30 seconds at each 15-minute interval daily, creating incredible photoworthy moments for travellers. The Lancôme Holiday Wonders pop-up concept. Creating digital buzz for the event, three beauty KOLs, namely Sharon Yung, Giann Chan and Alice Ha were also invited for a photo opportunity at the Eiffel Tower and to share their most memorable travel moments with the #travelwithlancome hashtag. HEARTWARMING ASIA-WIDE SUCCESS Emmanuel Goulin, Managing Director of L Oréal Travel Retail Asia Pacific said: It has been extremely heartwarming to witness the success and the immense support that women from all over Asia have given our Declaring Happiness global campaign over the past three months. There is no better way to conclude this campaign than right here in Hong Kong, with this spectacular Eiffel Tower and Holiday Wonders pop-up installations. Much like how the Eiffel Tower is a Parisian icon, Lancôme is also a quintessential luxury French beauty leader that has been making women s lives more
beautiful over the past 80 years through our quality skincare, makeup and fragrances. The digital Holiday Womders Game built in to the Wonders pop-up concept. THE SPIRIT OF THE EIFFEL TOWER In the years to come, it is our hope that Lancôme will continue to channel the spirit of the Eiffel Tower by offering the best in beauty to all women, and growing in strength to become the largest French beauty brand worldwide. While it is clearly the centrepiece of the promotion, L Oréal adds that the fun does not stop at the Lancôme Eiffel Tower, with a series of immersive retailtainment events also awaiting travellers at the Lancôme Holiday Wonders pop-up store. The company said: Beginning at the Eiffel Tower, a digital map will lead guests to discover the beautiful Lancôme Holiday Wonders pop-up store and the perfect holiday gifting experience. Reminiscent of a Lancôme Parisian home with classic Parisian windows and chimney, the pop-up is decorated in romantic pinks and whites, complete with a sparkly Christmas tree at its entrance that is fully decked out with Christmas baubles, ribbons and gift boxes.
The on-hand calligrapher working Holiday Wonders in the pop-up store. LASTING GREETING CARDS FROM THE CALLIGRAPHER Having participated in the Journey of Holiday Wonder digital game at the Eiffel Tower, guests were also able to redeem their complimentary gift of Miracle Secret sample at the Lancôme Holiday Wonders pop-up store. A Fly Me To Paris instant print photo booth also allows guests to capture their best Parisian memories, while an interactive digital game at the store entrance is also designed to keep guests entertained as they take turns to try and win Lancôme s bestselling L Absolu Rouge lipstick samples. Last, but not least, the Lancôme Holiday Wonders pop-up store also features a gift-wrap area, with complimentary wrapping and personalised greeting cards created especially buy the in-store calligrapher.