CHINA. KOSÉ Travel Retail has partnered with China Duty Free Group (CDFG) to host an immersive pop-up celebrating the new DECORTÉ Liposome Advanced Serum in Hainan. The pop-up will run from 1-29 May at the Haikou Mova Mall.

The Liposome activation showcases the science behind the DECORTÉ Liposome Advanced Serum. The pop-up was inspired by the serum’s nickname in China as the ‘Little Purple Bottle’ and features a striking purple colour palette.

(Above and below) The DECORTÉ pop-up was inspired by the hero serum’s nickname in China as the ‘Little Purple Bottle’

KOSÉ Travel Retail President Shu Shibue commented, “We are thrilled to partner with CDFG, to carry out our first ever large scale activation in Hainan. Through this pop-up and our other omnichannel activities, we hope to convey DECORTÉ’s belief of ‘delivering the essence of true beauty’ to customers around the world. We are confident that the success of this effort will strengthen our partnership with CDFG and help KOSÉ Travel Retail grow stronger.”

The O2O animation blends engaging retailtainment features and extends to the digital realm through DECORTÉ Travel Retail’s new WeChat Mini Program. The Mini Program has already gained a strong following within the first few months of its launch. Through this immersive DECORTÉ campaign, KOSÉ Travel Retail seeks to drive brand awareness in China and gain a better foothold in the market.

A livestream featuring popular Chinese KOL Ms. Bunny is also scheduled to be held in the coming month. The livestream will focus on not just Liposome Series but also DECORTÉ most prestige line AQ Meliority and AQ.

Retailtainment and education come together at the Liposome Drop game

Some of the animation’s notable features include a game and photo corner and a beauty Touch Up zone. The ‘Liposome Drop’ educates customers about the Liposome microcapsules in a fun and engaging way. The game features DECORTÉ’s signature purple balls, stored in a sphere, referencing the shape of the Liposome capsules. The game zone is also an exciting opportunity for the winners to receive exciting limited edition gift sets.

Beside the game zone is a dedicated photo booth, giving shoppers a chance to take photos for social media or take home a fun souvenir of their Liposome experience.

At the Touch Up zone, shoppers get a first-hand, sensorial experience of the Liposome Serum. Beauty advisors have been re-trained in the ways of DECORTÉ to support the omnichannel campaign in Hainan.

The Touch Up Zone is manned by DECORTÉ Beauty Consultants who help shoppers try the serum and educate them about its many skincare benefits. DECORTÉ Beauty Consultants were trained to embody KOSÉ Travel Retail’s Japanese spirit of hospitality and highlight the excellence of the serum innovation in all international travel retail locations.

In addition, several travel retail-exclusive sizes and sets alongside gifts with purchase are available at the pop-up.

The Liposome Drop game is a playful take on the shape of the Liposome capsules

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As reported, DECORTÉ Global Brand Ambassador Zhou Xun and Global Skincare Ambassador Zhang Yi Xing feature in a high-profile DECORTÉ Liposome Advanced Serum OOH campaign in Hainan.

Large scale OOH activations across the island’s major shopping destinations, key railway stations and airports are driving brand awareness for the Hainan launch. The media campaign is further supported by social activities on WeChat and targeted advertising on various OTA (online travel agent) partners.

As reported, DECORTÉ unveiled a refreshed formula for its Moisture Liposome Serum for the first time in 29 years. Inspired by the idea of a ‘second skin’, the clean and vegan Liposome Serum is made with a higher concentration of multi-lamellar bio-liposome participles. These ultra-fine capsules (roughly 1/10,000mm in size) are made with phospholipids, a powerful bio composition component.

Global Skincare Ambassador Zhang Yi Xing features on the facade of the Liposome pop-up

The serum has a barrier effect which creates a veil of hydration, protecting the skin against various forms of irritation. It also boasts powerful moisture retention and locks in skin hydration, while boosting the absorption of skincare products applied after using the serum.

The enhanced Liposome Serum from DECORTÉ is available in 30mL, 50mL and 75mL formats. It is also available in a travel retail-exclusive 100mL size and 100mL Duo Set.

The new DECORTÉ Liposome Advanced Serum delivers one trillion bio-liposomes in every drop

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