植村秀在三亚海旅免税城推出首个品牌“玩色化妆箱”快闪店

Discover the beauty of Tokyo at Hainan Lagardere with

shu uemura makeup box on-the-go pop-up

 Together with Lagardère Travel Retail, shu uemura unveiled its first ever branding “makeup box on-the-go” pop-up in Lagardère Sanya Duty Free Shopping Complex this March 1st to June 28th. the brand aims to bring the unique tokyo experience and cutting-edge makeup artistry to Hainan travelers.

 Inspired by Mr shu uemura’s iconic makeup box, the pop-up is dressed in a jet-black façade adorned with travel-theme embellishments and neon red torii entryway. This new generation of creative communication spaces appealed to the edgy chic millennials with interactive check-in points and discovery of the best-selling products to empower their self-expression.

meet shu shu kokeshi

Dare to enter the playful makeup box. At the entrance, the hainan travellers will be greeted by shu shu kokeshi – a new symbol that personifies creativity and artistry for the brand. With a sharp sense of creativity and modernity, the shu shu kokeshi was dressed in gold japanese kimono with black traditional calligraphy stroke design and a makeup look specially created by kikuyus uchiide, international artistic director of shu uemura. travellers could take a picture with the symbolic shu shu kokeshi as memento.

 unlocking the interactive touchpoints

To embark on the journey, Hainan travellers scanned QR code to visit the dedicated landing pager to unlock three major touch points.

 shu:looks arcade

Bringing Tokyo beauty and fashion trends to hainan, travelers discovered the 8 distinctive makeup looks inspired by the key japanese streets - namely the Omotesando, Ebisu, Shinjuku, Shibuya, Ginza, Harajuku, Roppongi, and Daikanyama. They could even enjoy a makeup transformation and teleporting them to the streets of Tokyo.

 In the room, travellers also could play the gashapon machine to unlock their beauty inspiration. The distinctive japanese street arcade game would dispense a mystery ball, and travelers were rewarded with a cleansing oil sachet and a gift card.

Following their designated makeup look name in the gift card, travelers could walk over to the featured wall to find out more the inspiration and products behind the look.

unlimited light festival

To elevate the Tokyo experience, travellers could immersed themselves in a spectacle of lights with kinetic lanterns that were inspired by the brand’s iconic unlimited foundation bottle and its shade.

To enhance the product discovery, the unlimited light festival zone is fitted with shu:finder that would provide an AI analysis based on user’s facial features. Travelers would need to scan the QR code to activate the shu:finder and they would receive their personalised makeup look and product recommendation instantly.

 shu:onsen

Travellers could indulge in a multi-sensorial cleansing ritual experience at shu:onsen with an atmosphere inspired by Toshima island - the origin of the cleansing oil’s star ingredient. A professional beauty advisor would perform a relaxing hand demonstration to highlight the product efficacy and comfort with a shiatsu massage for the travelers at the stone sink.

 Upon successful completion of these touchpoints, the travelers can redeem a customisable shu shu kokeshi doll phone ring.

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