Make Up For Ever Travel Retail APAC is featuring an experiential boutique at cdf Sanya International Duty Free Shopping Complex Block C.
This new retail concept is a collaboration between LVMH Group and China Duty Free Group (CDFG).
The official opening was marked by the attendance of senior executives from Make Up For Ever and CDFG, journalists and social media representatives.
Make Up For Ever Travel Retail APAC & SEA-OCEANIA, Regional Brand General Manager, Keith Teoh, welcomed guests; he said: “Recognising the sophistication of Chinese consumers, we wanted to open the world’s first concept here at Haitang Bay to represent and match its influential position in travel retail.
“Today, we are excited to officially unveil this flagship door with never-before-seen store elements and usher shoppers to step into our world of makeup artistry.”
Designed with the brand’s signature red and black palette, this flagship boutique challenges conventions of a brick-and-mortar store with multi-sensory touch points.
At the entrance, the boutique opens with two LED walls in contrasting red and beige to draw attention to new launches and bestselling products. Further in, customers unlock Make Up For Ever’s world of artistry with immersive exhibitions, creative storytelling, interactive games, aesthetic light displays and others to attract and engage shoppers seeking unique experiences. In the future, the brand has plans to host beauty masterclasses, private make-up consults and livestreams in-store.
Make Up For Ever’s first exclusive HD SKIN customisation counter in the Asia-Pacific region features design inspired by curvatures representing airflow, creating an ambiance reminiscent of white clouds in the sky. The area is decked out in cream colours matched with lighting to create an overall bright and fresh feeling.
Here, customers are introduced the HD Skin franchise from foundations to powders, reinforcing the brand’s complexion expertise. Integrated with RFID technology, customers can interact with products on the counter to learn their efficacies, watch test videos and trial its textures.
The Hainan exclusive zone incorporates local Hainan culture in both design and cultural expression, featuring rattan craft lamps by the Li ethnic group and decorative elements such as coconut trees, sea waves and actual sand from Hainan beach. Custom gift boxes are also available here for purchase.
On the other side, the trend looks table features this season’s hottest make up trends, as seen on Xiao Hong Shu and Douyin, with step-by-step video tutorial and exact products used to achieve these looks. Currently, the two featured trends include Retro Floral and Smokey Cat Eye.
Inspired by HD Skin’s promise of “undetectable” makeup finish, the digital game adopts a Where’s Waldo concept to test players’ observational skills. Within 30 seconds, players are challenged to find hidden product silhouettes among a complex artwork and win prizes upon successful completion. This gamification makes learning about Make Up For Ever Travel’s brand heritage and body painting artistry fun and engaging.
An interactive digital art exhibit is at the back of the boutique with three zones offering various immersive and photo-worthy installations. Take a walk through the brand immersion room to learn about Make Up For Ever Travel’s Academy Exhibition.
Another area’s inspiration comes from front desks of luxury European hotels in the ’80s, with rows of room keys hung on walls behind the reception counter. Akin to this concept, the boutique’s feature wall is decorated with rows of make-up brushes to pay homage to the brand’s founder, Dany Sanz, and how she revolutionised make-up application by trailblazing inventive brush designs.
At the heart of the store, the red play table is symbolic of a hotel’s reception counter, where beauty advisers welcome shoppers to trial products, provide consultations and other services.
Make Up For Ever Travel flagship boutique aims to give shoppers the “key” to unlocking their own makeup style and fall in love with the brand’s world of makeup artistry.