Lancôme travel retail pop-up takes off across Americas, Asia and Europe

In partnership with DFS Global Representatives the Advanced Génifique, Your Journey to Radiance pop-up first launched in Hong Kong in September

L’Oréal-owned brand Lancôme is preparing to move its Advanced Génifique, Your Journey to Radiance pop-up across the globe.

The store first opened at T Galleria Beauty by DFS Global - who also partnered the project - at Hysan Place in Causeway Bay in Hong Kong.

The multi-sensory store is due to stay in Hong Kong until 31 October, but will take off across seven countries across the Americas, Asia and Europe.

Tao Zhang, General Manager of Lancôme Travel Retail Asia Pacific, said: “We are proud to work with DFS on this exclusive partnership to bring our-bestselling Advanced Génifique to more travellers around the world through their extensive global retail network.

“As a leading worldwide beauty brand, Lancôme believes in the importance of consumer centricity, understanding our consumers’ needs, and creating meaningful and innovative brand experiences to better engage them.”

He continued: “Following the successful launch of the Advanced Génifique journey to Radiance pop-up at Hysan Place, we look forward to elevating every traveller’s journey to radiance around the world with DFS.”

The virtual store features a two-metre tall replica of the brand’s Advanced Génifique serum bottle, constructed from 16,800 LED lights.

Customers can also interact with the augmented reality (AR) photo booth and its Mirror Room, which virtually depicts cities across the world, including Paris and Hong Kong.

Ariel Gentzbourger, Executive VP of Merchandising for DFS Group, added: “We look forward to developing more curated brand experiences and products cross DFS Group’s global network of airports and downtown locations.”

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