“Reimagining the beauty of tomorrow” — L’Oréal to highlight sustainability and tech at...

“Reimagining the beauty of tomorrow” — L’Oréal to highlight sustainability and tech at Hainan Expo – The Moodie Davitt Report


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CHINA. L’Oréal Group promises to put sustainability and technology at the fore with its presence at the inaugural China International Consumer Products Expo (Hainan Expo).

The Expo will run from 7-10 May at the Haikou International Convention and Exhibition Centre.

L’Oréal’s purpose-driven 500sq m exhibition space will highlight its mission to offer beauty for all travellers.

The L’Oréal space reinforces the company’s commitment to sustainability at every part of the design process. It was made with ecologically-certified materials and can be repurposed for end-of-life recycling. The stand’s architectural elements are produced with recycled stainless steel, recycled aluminium and FSC-certified wood.

The booth’s exterior is made with blue LED light threads that mimic Hainan’s sky and ocean; while the flight window shade entrance invites visitors to discover L’Oréal’s powerful portfolio of brands. The brands are showcased on display fixtures which were rented or reused from previous events.

A positive transformation: L’Oréal’s purpose-driven pavilion showcases innovation, sustainability and beauty

L’Oréal’s ecologically-designed booth was constructed with sustainable materials and can be repurposed for end-of-life recycling

At the Hainan Expo, L’Oréal Group will also debut the limited edition Biotherm x Coco Capitán collection. The exclusive line is an artistic project designed to raise awareness about how climate change is threatening phytoplankton species in oceans. To mark the launch, L’Oréal has partnered with One Planet Foundation to help tackle marine litter at Wuzhizhou Island off the coast of Hainan, which features China’s best-preserved coral reef.

In addition, a 360-degree immersive room will educate visitors on Biotherm’s sustainability commitments and ocean preservation initiatives using some of L’Oréal’s latest tech innovations.

The L’Oréal Pavilion will also highlight the latest makeup and virtual try-on tools from Yves Saint Laurent and Giorgio Armani. The tools — which are powered by ModiFace technology and backed by artificial intelligence — deliver photo-realistic results and automatic shade calibration, enabling visitors to try on a wide number of products.

Expo visitors can also digitally purchase products from L’Oréal by scanning a QR code which directs them to China Duty Free Group’s online pre-order platform.

 To mark the Biotherm x Coco Capitán launch, L’Oréal has partnered with One Planet Foundation to help clean up marine litter at Hainan’s Wuzhizhou Island

A fully immersive 360-degree room will also educate visitors on Biotherm’s ocean preservation initiatives in L’Oréal’s pavilion

L’Oréal Group will also be present at the Business France pavilion among other French companies. Lancôme will showcase a new rose petal centrepiece, which will also feature a bicycle, cycling to Lancôme’s flagship boutique at 52 Avenue des Champs-Elysées.

“With our size in the China Travel Retail channel, we are convinced that everything we do can have a meaningful and significant impact,” commented L’Oréal Travel Retail Managing Director Emmanuel Goulin. “The 500sq m space embodies a positive transformation showcasing innovation, sustainability and beauty; this is the result of an ecologically designed pavilion, a fully digitalised journey dedicated to strengthening the relationship between travellers and our powerful brand portfolio.

“Through such strong narrative, we hope to inspire visitors at the Hainan Expo and the travel retail industry to reimagine the beauty of tomorrow.”

L’Oréal North Asia Zone President & L’Oréal China Chief Executive Officer Fabrice Megarbane added, “With China’s ‘dual circulation’ strategy, consumption has become the core driving force for economic development. The China International Consumer Products Expo conveys an important message on China’s determination to opening-up business opportunities, as high-quality consumer products will gather at the Expo with international exposure. We are committed to playing a leading role in showcasing how the beauty industry stimulates consumption growth and strengthens opening-up.

“L’Oréal expects to co-create with ecosystem partners from diverse sectors to offer more and better products, as well as experiences. We sincerely look forward to providing a purpose-driven shopping experience and exceeding the expectations of consumers travelling to the beautiful island of Hainan.”

Goulin hopes that the ‘strong narrative’ of its presence at the Hainan Expo will help inspire visitors and the travel retail industry to reimagine the beauty of tomorrow

As reported, the Expo is co-sponsored by the Ministry of Commerce and the People’s Government of Hainan Province, and is the first state-level exhibition to focus on consumer products. It is being organised by Hainan Provincial Bureau of International Economic Development (Hainan IEDB).

NOTE: Together with our strategic partner in Hainan, Hainan Hinews Media Co, The Moodie Davitt Report is providing live daily coverage of the Expo, which is considered an event of high national and regional importance to the Chinese authorities and a key platform in promoting the Hainan Free Trade Port. As reported, The Moodie Davitt Report and Hainan Hinews Media Co have struck a far-reaching strategic cooperation agreement to boost mutual coverage of Hainan’s booming offshore duty free sector and the Free Trade Port development

Additionally, every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector. Click here to subscribe free of charge and to view all back issues.

The Moodie Davitt Report is working closely with Hainan IEDB to promote the event, which has already attracted widespread interest from international brands. Look out for our live coverage from the event.

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