CHINA. L’Oréal Travel Retail has partnered with China Duty Free Group (CDFG) to launch a dynamic pop-up showcasing Prada Beauty.
The animation, which ran for a month outside Block C of the cdf Sanya International Duty Free Shopping Complex (cdf Mall), highlighted Prada Beauty’s triple-axis portfolio of makeup, fragrance and skincare.
The striking, tech-driven animation was dressed in Prada Beauty’s signature mint-green hue and decorated with spring flowers. Prada’s triangular logo, also adorned with flowers, featured prominently.
An interactive gifting experience was a standout element. Travellers could personalise their gifts with their choice of spring flowers on a virtual screen and bring home personalised Prada flower bouquets.
Prada Beauty’s tech-driven Prada Colors makeup collection, the subject of a recent Moodie Davitt Spotlight Series eZine, is a vast colour cosmetics range with products for eyes and lips.
At the pop-up, travellers discovered the brand’s signature lipsticks available in two innovative matte finishes, Hyper Matte and Soft Matte. It also highlighted Prada’s popular fragrance franchises, including the Prada Paradoxe and Les Infusions collections.
On 22 March, Prada Beauty hosted a livestream to extend the pop-up’s reach online. It featured Japanese-American singer Mika, a member of Chinese pop group INTO1. Mika’s visit was simultaneously broadcast on CDFG’s Weibo channel.
Rethinking skincare and colour
Prada Beauty is all about reimagining existing definitions and expectations in the beauty industry. The collections have been designed following an ‘avant-garde’ vision of beauty driven by technology and creativity.
Prada Color is all about self-reinvention and self-expression. It offers products for eyes and lips in a range of versatile, fashion-inspired colours and textures. The lipstick line is inspired by the mattified lips seen on Prada’s runway shows and draws from the brand’s extensive fashion archives.
Prada Beauty’s skincare range is designed to help skin adapt to environmental changes. It offers everything from a cleanser to a foundation with skin-boosting benefits.
Commenting on his ambitions for the brand in global travel retail, Prada Beauty Global Brand President Yann Andrea said: “Our ambition at Prada Beauty is to build a global beauty brand from both a category and regional perspective with consistent and instantly recognisable styles and codes.
“We have an ambitious plan in travel retail and are continuously launching in new countries and locations. As the largest worldwide retail footprint, travel retail is a key strategic channel for us and a perfect place to build and extend brand awareness while engaging directly with consumers through beautiful stores and spectacular brand moments including pop-ups and animations.” ✈
