To surmount the unprecedented crisis that hit travel retail with the Covid-19 pandemic, Parfums Christian Dior chose the island of Hainan off southern China to unveil its World of Pure Beauty pop-up. Parfums Christian Dior china

The Dior Maison took advantage of the occasion to launch its latest beauty innovation, Dior Capture Totale Super Potent Serum.

The new anti-ageing line combines 20 years of pioneering mother cell research with the power of Parfums Christian Dior floral science. Over 4.5 million consumers visited the famous Haitang Bay shopping complex to discover the exclusive event, inaugurated by Chinese actress and Parfums Christian Dior skincare ambassador Jing Tan. The opening ceremony was livestreamed to an audience of 4.5 million plus followers. Parfums Christian Dior china

Known as the “Chinese Hawaii”, the island of Hainan in southern China has been center stage in the luxury and travel retail world for the past several months. Once the Covid-10 crisis had been brought under control in China, many people had travel on their minds, but only one luxury destination was open to them: Hainan. “This island brought an immediate ray of hope for the travel industry, drawing nearly 60 million Chinese tourists to an island that is 100 percent duty free,” explains Olivier Dubos, Senior Vice President Travel Retail at Parfums Christian Dior.

Dior luxury house partnered with China Duty Free Group (CDFG) to create the World of Pure Beauty pop-up at the Sanya International Duty-Free Shopping Complex and launch our Dior Capture Totale skincare range.

With a striking array of bold fuchsia tones, the pop-up was designed as an exceptional journey of discovery into the universe of Parfums Christian Dior’s iconic products. After a personalized skin diagnosis and facial massage with Capture Total products, customers were invited to a Dior Beauty Masterclass with one-on-one skincare consultations. Parfums Christian Dior china

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