The Moodie Davitt Report -The Moodie Davitt Report
CHINA. L’Oréal-owned dermocosmetics brand La Roche-Posay has collaborated with China Duty Free Group (CDFG) to open the Anthelios Solar Lab pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The L’Oréal Travel Retail Asia Pacific activation – which promoted Anthelios sunscreen products – ran throughout July and was supported by out-of-home media in Hainan.
With strong scientific evidence and endorsed by local Hainan dermatologist Chen Juan, Anthelios Solar Lab presented real-time experiments.
The suncare consumer journey began with a giant Anthelios product centerpiece towering outside the pop-up. At the entrance, visitors were drawn to the live UV index display, which highlighted the suncare line’s immediate relevance to Hainan travelers.
La Roche-Posay brand ambassadors dressed in professional gowns then invited visitors to scan a QR code to reveal a virtual dermatologist experience. Meanwhile, virtual touchpoints have revealed the groundbreaking science and strong UV efficacy behind Anthelios.
Pop-up visitors then had the opportunity to use a UV camera beauty technology tool to witness the instant high levels of UV protection offered by Anthelios products. They received a photo print as proof of effective product testing.
Visitors also learned about the technology that powers Anthelios via QR codes at the solar lab table and tried the high-efficiency formulas of other La Roche-Posay products.
Throughout the La Roche-Posay summer sun campaign, more than 70 beauty influencers were invited to share their La Roche-Posay sun experience, dermatologist courses and travel vlogs in Hainan.
Hainan travelers were guided to join La Roche-Posay’s suncare journey as they engaged with various Anthelios out-of-home touchpoints throughout Hainan.
For example, users who registered on China’s leading weather app, MOJI, were greeted with an exclusive La Roche-Posay Anthelios experience and a solar avatar to help them dress for the weather.
Fran Law, Managing Director of Active Cosmetics and Professional Products Divisions of L’Oréal Travel Retail Asia-Pacific, said: “We are delighted to bring this new medical image of La Roche Posay Anthelios suncare to Hainan. As a leading and trusted skin care brand, it is an important step for us to work closely with a local dermatologist in Hainan.
She added, “By sharing the importance of sun care from a dermatologist’s perspective, it truly brings more value to travelers in Hainan with the dermatologist-approved effectiveness of La Roche Posay sun care.”
Grace Wang, General Manager of Perfumes and Cosmetics Department of China Duty Free Group, Central Merchandising Division said: our mall this summer.
She added: “From the strategic location of the Solar Lab to the use of live UV index screens and the sun education provided by virtual dermatologists, La Roche-Posay has phenomenally challenged the ceilings of conventional solar activations thanks to their professional expertise.”
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