The pop-up was used as a platform to launch the brands latest beauty innovation, Dior Capture Totale Super Potent Serum.
Retail is continuously evolving and pop-ups are growing to be an ever-more popular model for brands to explore international markets. The island of Hainan located in Southern China has become synonymous with luxury travel retail and as the only luxury destination open to tourists; Hainan has grown and drawn nearly 60 million Chinese tourists.
The pop-up has been designed as an exceptional journey of discovery into the universe of Parfums Christian Dior’s iconic products. Customers are invited to attend a personalised skin diagnosis and facial massage using Capture Total products followed by a Dior Beauty Masterclass.
Olivier Dubos, Senior Vice President Travel Retail at Parfum Christian Dior, has said: “We activated an unprecedented digital communications strategy for this huge event. The Chinese market is fast expanding, and skincare has accounted for 80 per cent of travel retail sales in the market since the beginning of the year. In these turbulent times, these products anticipate and respond to the desire of our customers to pamper themselves, to indulge in private, personal and intimate luxury.”