Parfums Christian Dior World of Pure Beauty pop-up reinvents travel retail in Hainan, China

Perfumes & Cosmetics


Parfums Christian Dior World of Pure Beauty pop-up reinvents travel retail in Hainan, China

To surmount the unprecedented crisis that hit travel retail with the Covid-19 pandemic, Parfums Christian Dior chose the island of Hainan off southern China to unveil its World of Pure Beauty pop-up last October. The Maison took advantage of the occasion to launch its latest beauty innovation, Dior Capture Totale Super Potent Serum. Spotlight on an exceptional event.

Known as the “Chinese Hawaii”, the island of Hainan in southern China has been center stage in the luxury and travel retail world for the past several months. Once the Covid-10 crisis had been brought under control in China, many people had travel on their minds, but only one luxury destination was open to them: Hainan. “This island brought an immediate ray of hope for the travel industry, drawing nearly 60 million Chinese tourists to an island that is 100 percent duty free,” explains Olivier Dubos, Senior Vice President Travel Retail at Parfums Christian Dior.

“In conjunction with the Golden Week holidays, from October 1-7, when all Chinese are on vacation, we partnered with China Duty Free Group (CDFG) to create the extraordinary World of Pure Beauty pop-up at the Sanya International Duty Free Shopping Complex and launch our Dior Capture Totale skincare range,” he added.

The new anti-ageing line combines 20 years of pioneering mother cell research with the power of Parfums Christian Dior floral science. Over 4.5 million consumers visited the famous Haitang Bay shopping complex to discover the exclusive event, inaugurated by Chinese actress and Parfums Christian Dior skincare ambassador Jing Tan. The opening ceremony was livestreamed to an audience of 4.5 million plus followers.

With a striking array of bold fuchsia tones, the pop-up is designed as an exceptional journey of discovery into the universe of Parfums Christian Dior’s iconic products. After a personalized skin diagnosis and facial massage with Capture Total products, customers are invited to a Dior Beauty Masterclass with one-on-one skincare consultations.

“We activated an unprecedented digital communications strategy for this huge event,” notes Olivier Dubos. Consumers enjoyed complimentary beauty tutorials using the Maison’s iconic Rouge Dior lipstick, Forever fluid foundation, plus the latest addition to the mythic Miss Dior fragrance line, Rose N’Roses. A bubble of total well-being and innovation…

“The Chinese market is fast expanding, and skincare has accounted for 80% of travel retail sales in this market since the beginning of the year,” Olivier Dubos notes. “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. We believe it’s very likely that Hainan will become a major free trade zone for all LVMH Maisons in the years to come.”