La Prairie Unveils Pop-up Store in Hainan China for Valentine's Day
- Chaileedo Press
- May 19, 2022
- 4 min read
La Prairie teamed up with CDFG(China Duty Free Group Co., Ltd.) to unveil its pop-up store with the theme of "The Dance of Light and Water" for the upcoming promotional campaign of 520 on May 20th (Chinese another Valentine's Day. 520 sounds like I love you in Chinese).
Recently, La Prairie and CDFG(China Duty Free Group Co., Ltd.) launched a pop-up store with the theme of "The Dance of Light and Water" at International Duty Free City in Sanya. This La Prairie immersive pop-up store not only showcases a digital retail entertainment experience for customers but also offers carbon neutral products and a limited NFT digital art collection in collaboration with Swiss environmental organization Climeworks.
The official announcement of the partnership between La Prairie and CDFG at this time was also for the upcoming promotional campaign of 520 on May 20th (Chinese another Valentine’s Day. 520 sounds like I love you in Chinese). Noelle Goris, Vice President of Global Travel Retail of La Prairie, said: "The launch of this pop-up store is an outstanding achievement, reflecting the perfect synergy between the brand's global business and travel retail teams, combining the strong ideas of the global business team with the forward thinking of the travel retail team and the in-depth understanding of the needs of Chinese tourists. This new campaign combines science, art and nature La Prairie wants to contribute to the environment together with its customers. It was a very meaningful and beautiful trip.
Special thanks to CDFG for their invaluable support in helping the "Light and Shadow - Mantra in Water" pop-up store make its debut at Duty Free City. CDFG and La Prairie's partnership is dedicated to showcasing the latest products in Hainan and bringing innovative and digital experiences to travelers, and this event is the perfect embodiment of that goal.
Designed around the concept of light and water, the La Prairie immersive pop-up store is an open structure consisting of five zones where consumers can explore each zone with the guidance of an on-site beauty assistant. The pop-up store also offers an immersive AR experience for consumers. When consumers tap on their phones, they can make a wish to protect the planet and share their experiences.
To echo the brand's spirit, La Prairie partnered with Climeworks, an industry leader in direct air carbon capture (DAC), based on their shared vision of protecting the beauty of nature - La Prairie funded Climeworks to help the brand recycle the amount of carbon emitted during product manufacturing by capturing carbon dioxide from the air, making it possible for the brand to reduce its carbon footprint emitted during the production of its products, allowing customers to contribute to protecting the planet.
In addition, Climeworks will capture the carbon footprint of one La Prairie product for each customer who consumes it on site. Consumers who purchase the Pure Fairness Firming Collection will not only receive a carbon-neutral product but will also be awarded an electronic certificate by the brand as a token of appreciation.
In addition to the environmental program, La Prairie is offering customers the opportunity to receive a limited edition NFT digital art collection. This innovative initiative marks a new era of digital services for La Prairie.
Commenting on the partnership, CDFG said, "We are delighted to partner with La Prairie Travel Retail to offer our travelers a luxurious, immersive and art-filled retail experience. For the first time, the brand is also offering a limited-edition NFT digital art collection at the event, inviting customers to immerse themselves in the virtual world of La Prairie, an innovative, interactive experience that echoes the brand's core values. We look forward to further collaboration with La Prairie to bring even more exciting experiences to travelers in Hainan and beyond."
Thanks to the continued optimism of international brands in the Hainan duty-free market, the first Hainan store of Shiseido's high-end skincare brand TEH GINZA and the first Hainan store of the American luxury makeup brand HOURGLASS have also joined hands with the brand's star products to enter CDFG Sanya International Duty Free City, greatly enriching the duty-free shopping experience of in-store visitors.
Recently, China Travel Group CDFG released its 2021 annual report and 2022 first quarter report.
According to the report, CDFG's annual revenue for 2021 was about $10.01 billion, up 28.67% year-on-year, and net profit attributable to shareholders of the listed company was about $1.428 billion, up 57.23% year-on-year. The first quarter of 2022 was $2.48 billion, down 7.45% year-on-year, and net profit attributable to shareholders of the listed company was $379 million, down 9.99%.
This year's CDFG failed to continue the good momentum of last year, with negative revenue growth in the first quarter. In this regard, CDFG said that during the reporting period, the company closely focused on its main business of duty-free and focused on key markets, and maintained rapid growth in its main business from January to February. However, since March, the company's operation was greatly affected by the unfavorable impact of the multi-point distribution and local outbreak of the Chinese epidemic.
In the face of the adverse impact brought by the epidemic, CDFG indicated that it would pay close attention to the key market in Hainan, always pay attention to the management for efficiency, scientifically formulate marketing strategy and profit assessment index, and focus on the operation of membership system and online business development.
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