The travel-exclusive activation runs from 1 to 29 July at cdf Sanya International Duty Free Shopping Complex
Running from 1 to 29 July 2025, the omnichannel journey is inspired by the golden age of jet-setting, transforming travel retail into a space of modern beauty discovery and emotional connection.
Inspired by the golden age of flying, NARS Around The Globe channels the glamour of the Pan Am era—delivering limited-edition, luxury beauty essentials designed to elevate every journey. The campaign taps into "newstalgia", a rising trend where younger consumers reinterpret vintage style as modern self-expression. Its bold visuals fuses retro airline aesthetics with contemporary design elements—futuristic gridlines, vivid colour-blocking, and editorial typography.
At cdf Sanya International Duty Free Shopping Complex, Block C, a spherical 'control tower' installation anchors the NARS Around The Globe animation, evoking 1960s travel lounges while offering an editorial space for beauty discovery. Roving promoters in themed uniforms guide mall visitors to the activation zone, encouraging discovery and engagement.
Designed to resonate with today's tech-savvy travellers, the animation delivers an online-to-offline (O2O) journey that blends digital engagement with in-store discovery. Anchored by a high-impact outpost in Hainan and a dedicated WeChat Mini Program , the omnichannel campaign connects travellers through interactive product exploration, gamified tasks, and personalised experiences—both online and on-site.
From virtual try-ons to tactile moments like the Mission Ball Machine and AI photobooth, the activation reflects how modern beauty shoppers explore, engage, and express themselves across platforms—driving footfall, trial, and conversion in travel retail.
A key engagement driver of the campaign is the gamified 'flight mission' system, accessed via the Mini Program. Travellers are encouraged to complete tasks, such as exploring curated TREX products and experimenting with signature NARS looks with the AR virtual try-on tool, to unlock tiered rewards.
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