CHINA. Make Up For Ever Travel Retail Asia Pacific, part of LVMH Beauty, has partnered with China Duty Free Group (CDFG) to launch an experiential boutique at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza (Block C).
As Make Up For Ever continues to push the boundaries of beauty retail, this flagship store marks a pivotal moment in its ongoing evolution.
The official ribbon-cutting event was attended by senior executives from Make Up For Ever and CDFG, journalists, and KOLs.
During the event, Make Up For Ever TR APAC & SEA-Oceania Regional Brand General Manager Keith Teoh commented: “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 store with never-before-seen store elements and usher shoppers to step into our world of makeup artistry.”
The boutique is dressed in Make Up For Ever’s bold red-and-black palette. At the entrance, two LED walls display vibrant red and beige visuals, promoting product launches and bestsellers.
The store’s interior challenges the traditional retail environment by incorporating multi-sensory elements. Shoppers are invited to engage with immersive exhibitions, creative storytelling, interactive games and aesthetic light displays.
Future plans for the boutique include hosting beauty masterclasses, private makeup consultations and livestreaming events to further engage with shoppers.
The store offers Asia Pacific travel retail’s first exclusive HD Skin customisation counter. The design is inspired by airflow curvatures, evoking the feeling of white clouds in the sky. The counter is dressed in soft-cream tones and illuminated with bright lighting, emphasising the brand’s expertise in complexion products.
RFID technology enables customers to interact with the HD Skin franchise, exploring foundation and powder textures, efficacy videos and more.
A Hainan Exclusive Zone pays tribute to the region’s cultural heritage with rattan craft lamps inspired by the Li ethnic group and decorative elements such as coconut trees and sea waves. The zone also features sand from Hainan beach. Additionally, travellers can shop travel retail- and Hainan-exclusive sets in custom gift boxes.
The Trend Looks Table showcases the latest makeup trends popular on social media platforms such as Xiao Hong Shu (Little Red Book) and Douyin. Here, Shoppers can view step-by-step tutorials to recreate makeup styles such as Retro Floral and Smokey Cat Eye.
A Brand Immersion Room offers an interactive digital experience through three distinct zones. Shoppers can explore Make Up For Ever’s Academy Exhibition and engage with light projections that react to touch, creating personalised visual effects. This immersive, photo-friendly space provides insight into the brand’s artistic history and makeup expertise.
A Digital Game Wall adds an engaging, interactive element to the boutique experience. Based on a Where’s Waldo-style game, it challenges players to locate hidden product silhouettes within 30 seconds.
The game highlights Make Up For Ever’s expertise in makeup artistry and body painting. Successful participants win prizes, blending fun with product education while reinforcing the brand’s heritage of creativity and innovation.
The Hotel Reception area takes inspiration from luxury 1908s European hotels. It pays tribute to Make Up For Ever Founder Dany Sanz, who revolutionised the industry through innovative brush designs that redefined makeup application techniques.
Each brush represents a key aspect of Sanz’s approach to makeup as an art form, further highlighting the brand’s ongoing commitment to blending creativity and precision. The wall mimics the hotel reception desk concept with rows of hanging brushes, akin to the room keys traditionally displayed behind old-world hotel counters, making this area a homage to the brand’s heritage and craftsmanship. ✈
