SK-II launches first “social retail” pop-up store in Hainan
SK-II has created its first ever “social retail” pop-up store, in the Haitang Bay Duty Free Shopping Centre in Hainan, China.
In this new pop-up store, inspired by SK-II’s brand purpose #ChangeDestiny, and “VS,” the new six-part animated anthology series by SK-II STUDIO, dedicated to tackling social pressures that women face, augmented reality and gamified skincare experiences come together with a big purpose.
This social retail pop-up immerses visitors in an animated anthology series. Through a WeChat Mini Program, visitors will be able to watch the ‘VS’ films and participate in a larger-than-life augmented reality experience — battling an underwater “kaiju” alongside their favorite Olympic athlete, Liu Xiang — as they wait in line.
Once they’ve entered the store, visitors will be able to get a personalized AI-enabled skin analysis and recommendations from the SK-II Mini Magic Scan. No direct facial contact is needed as it can detect fluctuation of skin at pixel level and assess the stability of skin.
SK-II will also be launching its exclusively designed Special Edition Collectible Pins at this store. The limited-edition pins will be complimentary for every visitor.
The SK-II “Social Retail” pop-up store is part of the brand’s mission to connect with a new generation of consumers yearning for more meaningful experiences.
SK-II has launched several Future X Smart Stores in retail and travel retail environments around the world, exploring technology in real-world retail formats. SK-II would like to provide a safe, unintimidating space for the offline retail consumer to browse, shop and learn at her own pace through creating engaging “phygital” skincare experiences.