LANCOME taps on local influencers for APAC beauty campaign

LANCOME Travel Retail Asia Pacific has launched its global campaign "Declaring Happiness", which exhibits LANCOME's aim to inspire and share happiness with women by making their lives more beautiful. The campaign will involve events which leverage on the digital influence of celebrities and key beauty opinion leaders (KOL) to engage a wider audience, as well as connect offline and online retail experiences to create a stronger brand engagement with consumers.

"Declaring Happiness" launched in Singapore through the LANCOME Holiday Wonders pop-up store at Singapore Changi Airport last month. The pop-up store, which will open until 10 November 2017, features a virtual mirror that allows guests to try on different makeup looks via an augmented reality virtual makeover application. KOLs who graced the event included Andrea Chong, Christabel Chua, Mongchin Yeoh, Sheila Sim and Kimberly Wang.

A photo booth featuring a backdrop of floating balloons over Paris was also present. Also, guests were encouraged to participate in a LANCOME digital touchscreen game to win L'Absolu Rouge lipstick samples. Consumers visiting the pop-up store will also be given a complimentary engraving service for the "LANCOME x SINGAPORE" luggage tag, an exclusive holiday collectible for those who purchase "Your perfect travel companion" sets.

The Singapore launch follows the global initiative which kicked off in South Korea with a live-streaming store event and cocktail party at Lotte Hotel. The hotel is home to the first 2020 concept store for LANCOME, which offers a consumer-centric retail experience that allows travellers to freely discover various travel exclusive products in the shop. South Korean actress Kim Go-Eun and Chinese social media influencers graced the event, 11 of whom live-streamed at the event venue and concept store through Weibo. This enabled LANCOME to create organic user-generated content.

The event also included activities for new product launches such as the "Genifique" zone, which made us of touchscreen gaming technology to create a unique platform for guests to experience LANCOME's facial serum the Genifique Sensitive. The campaign will subsequently launch in Haitang Bay in China this month, before concluding in Hong Kong in December.

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