CHINA. Swiss prestige skincare house La Prairie has commissioned global creative agency CircleSquare to launch ‘The Encounter of Light and Water’ activation in Hainan.
The project launched in partnership with China Duty Free Group at the Sanya International Duty Free Shopping Complex. It runs until the end of May.
The Encounter of Light and Water pop-up takes customers on an immersive journey that celebrates La Prairie’s newly-launched White Caviar Essence Extraordinaire.
The experience begins with an immersive augmented reality experience, which invites shoppers to send their blessings for the planet and share them on social media. Brand ambassadors are on-site to encourage shoppers to discover La Prairie’s collections.
The experience continues with a digital dance performance by Taiwanese new media artist, choreographer and dancer Wen-Chi Su.
As reported exclusively, La Prairie commissioned the artist for a unique collaboration called ‘Moving Towards the Horizon’, a feminine dance that brings the convergence of light and water to life. The dance performance expresses femininity, fluidity and lightness. Her movements were choreographed to express the light glittering across various Swiss lakes from Montreux and mimic the flow of water.
CircleSquare was commissioned to conceptualise and execute the O2O experience, which engages with travellers pre, during and post trip. The amplification begins pre-trip with a dedicated microsite with geo-targeted advertising.
Upon arriving in Hainan, travellers are met with a web-based application that drives traffic towards the pop-up at the CDF Mall. The experience concludes with post-trip communication that follows up on their purchases.
In a travel retail beauty first, La Prairie has launched a series of NFTs inspired by Wen-Chi Su at the pop-up. The NFTs are available as a gift with purchase and mark a new chapter in La Prairie’s digitalisation strategy.
La Prairie is also the first skincare brand to launch an NFT Series on WenChang Chain, one of the first open blockchain platforms on BSN (Blockchain-based Service Network), a Chinese-regulated blockchain ecosystem.
The brand has also partnered with Swiss environmental non-profit organisation Climeworks to carbon offset the campaign and the production of La Prairie’s White Caviar Illuminating Essence. Visitors are invited to participate in the organisation’s Carbon Neutralisation Programme to offset their personal carbon footprint. Afterwards, they are presented with an e-certificate that recognises their contribution to the environment.
As reported, the White Caviar Essence Extraordinaire was inspired by the light on the lake of Montreux, where the brand originated. It is the latest addition to the White Caviar line.
The range is centred on the Equation of Light, a formula created by La Prairie scientists in 2019 that explores how water influences light’s reflection on the skin.
The White Caviar Essence Extraordinaire addresses The Equation of Light in three ways: by boosting water and skin hydration, plumping the skin with collagen-enhancing ingredients and exfoliating impurities.
In addition, the essence has been infused with Lumidose, the most potent inhibitor of human tyrosinase, which is the enzyme responsible for melanin.
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