Nuxe is capitalising on the popularity of its hero product, Huile Prodigieuse, to drive sales throughout the Lunar New Year period and amplify brand awareness in China with a high visibility campaign at its key DF&TR points of sale in the country.

The French beauty company has created a vibrant visual identity utilising the traditional colours of red and gold, applied across all elements of the selected touchpoints.

“Chinese New Year is of course a highly competitive period so, to increase our overall brand awareness and generate sales uplift, we have invested in dedicated point of sale and merchandising for Huile Prodigieuse to make sure Nuxe enjoys high visibility in store during this festive period,” said Audrey Cardonne, Trade Marketing Manager, Travel Retail.

As part of the campaign, the products feature an eye-catching red tag around the cap, complete with a ‘Happy Chinese New Year’ message and supported with a glass bottle gift with purchase (GWP).

“We are still relatively new in the China travel retail market where our growth is being very successfully driven by our iconic Huile Prodigieuse product,” said Caroline Goix, Global Sales & Marketing Manager, Travel Retail.

“We have ambitious growth targets and Huile Prodigieuse also helps introduce our other products to Chinese consumers.

“So it makes sense for us to align it with Chinese New Year which this year will see the return of the significant traveller numbers associated with this festival.”

The points of sale showcasing the Lunar New Year campaign are with: CDF at Haitang Bay and New Harbour; Lagardère at Sanya Down Town; CNSC at Sanya Down Town and Beijing Down Town; Dufry at Haikou Down Town; Shenzhen Duty Free at Haikou Mission Hills; WFJ at Wanning Down Town; and Zhuhai Duty Free at Sanya Down Town.