SK-II Presents New Pop-up Store "House of Miracles" in China
- Chaileedo Press
- Jun 7, 2022
- 3 min read
P&G's skincare brand SK-II has joined hands with China Duty Free Group (CDFG) to launch an interactive social retail pop-up store "House of Miracles" in Hainan. The event was conducted in an O2O mode, pushing the personalized skin care shopping experience to a new level through digital elements, providing consumers with a more meaningful shopping experience.
According to statistics from Department of Commerce of Hainan Province, in 2021, the total sales of offshore duty free shops in Hainan exceeded $9 billion. Some research institutions predict that from 2020 to 2025, the scale of Hainan's duty free market is expected to increase by 10 times, and it will become one of the largest travel retail markets in the world.
Since the implementation of the new offshore duty free policy in Hainan on July 1, 2020, offshore duty free business shopping has become a symbol of Hainan. Thousands of tourists visit Hainan every year, and Sanya International Duty Free Shopping Complex and Haikou Sun&Moon Plaza is also an offline retail circle with dense consumers. Hainan's huge retail opportunities are attracting global fashion and beauty brands to rush to it.
From June 1st to June 29th, Beijing time, the SK-II "House of Miracles" pop-up store will be located in Sanya International Duty Free Shopping Complex and Haikou Sun&Moon Plaza, to build an experience space centered on interactive social retail, further enhancing consumers' personalized shopping experience.
From the moment they step into the pop-up store, consumers can see chandeliers and product experience tables inspired by SK-II ace ingredient PITERA. Every time a customer picks up a bottle of SK-II signature product, Facial Treatment Essence, containing PITERA, the chandelier glows with dazzling light.
In the pop-up store, customers can also use SK-II's innovative non-contact self-service skin tester to experience self-service skin test services and obtain exclusive skin analysis reports. The tester is a skin analyzer using artificial intelligence technology, which can help customers understand their skin strength, potential, and skin age in just three minutes.
At the same time, in the process of participating in the experience, customers can scan the QR code anytime and anywhere to accumulate their own "Crystal Water Drops", and share the collected "Crystal Water Drops" on the three-dimensional large screen of the pop-up store during checkout, as well as interacting with the appearance of the pop-up store in a personalized way, with stunning visual effects.
At present, SK-II has launched a number of pop-up stores in Hainan, Tokyo, Shanghai, Singapore, and other regions, as well as at the International Consumer Electronics Show (CES) and China International Import Expo (CIIE).
With the integration and change of consumer groups from the post-80s to the post-00s, the Chinese consumer market is also gradually catering to new consumer demands. Thus Simple user-centered scene marketing has been difficult to meet the psychological expectations and needs of consumers.
SK-II is also making breakthroughs and youth transformation in the retail field, and its core tenet is "consumer-centric". Whether through content, retail experience, or different accesses, ultimately they want to embrace consumer changes, respond to consumers' latest needs, and provide what they want most.
It is reported that the SK-II "House of Miracles" pop-up store in Hainan is the first "immersive + interactive" social retail pop-up store, which is also an important step for SK-II to promote retail innovation and strategic transformation. The new generation of consumers hopes to get more meaningful experiences from the brands they are familiar with and trust, while SK-II hopes to establish deeper contact with consumers in this way.
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