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SK-II Launches Sanya Pop-Up Store


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The prestige skincare brand has opened an immersive experience to customers in China with the launch of its first ‘Social Retail’ pop-up store.

Located in Haitang Bay Duty Free Shopping Centre in Sanya, the new pop-up store integrates augmented reality and gamification to bring a one of a kind and exciting experience to customers. Inspired by the brand’s purpose ‘#ChangeDestiny’, customers will embark on a six part anthology series created by the brand’s first film studio and content hub. The series intends to tackle a number of social pressures that women face.

When entering the experience, customers can simply use their mobile devices using a WeChat mini programme, allowing them to watch the series and participate in an augmented reality experience battling an underwater kaiju. Customers can also get a personalised, contactless skin analysis through AI, unlocking their skin age and receiving product recommendations in around three minutes.

Sandeep Seth, Chief Executive Officer, Global at SK-II, commented: “Engagement in the beauty and skincare category has generally been ‘tactile’ in nature – what you can see, touch, feel. In these times of the pandemic, we want to provide our consumers contactless, gamified experiences where she can gain inspiration and learn about her skin in a safe yet engaging way.”

The pop-up will be available until May 31.



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