For Lunar New Year, Lancôme Travel Retail Asia Pacic and China Duty Free Group (CDFG) launched two “takeover” pop-ups which ran throughout January and February in celebration of the New Year. The immersive online and ofine takeover was launched in the Sanya EDITION Hotel and the Haikou Riyue Plaza Duty Free Shop with a series of retailtainments.

The retailtainment eventually directed travelers to the Lancôme e-commerce site, as well as the physical Lancôme stores at China Duty Free Group’s Sanya Duty Free Shopping Mall. AR games offered rose catching and lantern blessing, which could be activated by QR codes on shoppers’ phones.