Swiss prestige skincare house La Prairie has commissioned global creative agency CircleSquare to launch ‘The Encounter of Light and Water’ activation in Hainan.
The activation offers a digitally-engaged retailtainment experience to travellers, following their entire journey from pre-trip to Hainan and further. La Prairie commissioned global creative agency CircleSquare to conceptualize and implement the complete O+O experience throughout the customer journey, from pre-trip – a microsite associated to online advertisements targeting the brand’s potential and existing customers, in-trip – a web-based application aimed to incentivise and guide visitors through the physical activation, to post-trip – communication to follow up on their purchase.
As a part of La Prairie’s environmentally conscious initiative, the brand also partnered with Climeworks, a Swiss environmental organisation, for a carbon offset program. Additionally, in a premiere in travel retail, a series of limited NFTs (non-fungible token) is offered to Hainan customers.
To reimagine the brand's DNA, the entire activation is created around the concept of Light and Water and consists of five customer touch-points.
At the start of the exhibition, visitors are invited by brand ambassadors to immerse themselves into the world of La Prairie. With the touch of a finger, they can send their blessings for the planet throughout an immersive augmented reality (AR) experience and share it with their loved ones on social media platforms.
THE ‘DANCE OF LIGHT AND WATER’ THAT SINGS PRAISE ON PRESERVING NATURE
To continue on their journey, visitors are then welcomed by a dance performance curated by Taiwanese dancer, new media artist and choreographer Wen-Chi Su. In line with the concept of nature conservation of the performance, La Prairie collaborated with Climeworks, a leader in direct air capture, through their shared vision to empower everyone to contribute to help the planet.
Through the partnership, customers on site are eligible to participate in Climework’s Carbon Neutralisation program, allowing them to minimise the amount of Carbon Dioxide emitted to produce La Prairie’s White Caviar Illuminating Essence. Participants are presented with an E-Certificate for their personal carbon emission offsetting.
As a first in travel retail, La Prairie also offers clients the opportunity to receive a digital collectible (NFT) as gift with purchase, derived from a limited series of unique dynamic artworks inspired by Wen-Chi Su.
This innovation marks a new era for La Prairie’s digital outreach to its audience. Through the prism of art, this project is the embodiment of how the brand innovates with new technologies to build deeper connections with their clients in travel retail and beyond.
La Prairie is also the first luxury brand and the first skincare brand to launch its NFT series on the WenChang Chain, one of the first open blockchain platforms launched on Blockchain-based Service Network (BSN), an ecosystem fully compliant with all Chinese regulations linked to digital collectibles.
Stephane Zermatten, Partner at CircleSquare, comments: “We are thrilled to lead the way with La Praire, and to launch its first NFT activation. Whilst very much linked to the brand identity and the launch of the White Caviar Illuminating Essence, the digital collectibles dropped in Hainan are only the first step in a long term engagement roadmap for La Prairie’s customers.
NFTs indeed have the potential to revolutionise how brands manage customer engagement across the entire customer journey, especially for travel retail, helping bridge the gap with post-trip, local market loyalty.“