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The ‘Health And Beauty Journey’ featured interactive in-store experiences including product sampling, photo opportunities and free gifts, among others

CHINA. Swedish beauty tech and wellbeing house Foreo partnered with Chinese B2C platform Globuy to launch the ‘Health And Beauty Journey’ promotional campaign in July through the latter’s WeChat and Red channels.

It invited shoppers to discover Foreo and FAQ’s hero products, build social media awareness and promote user engagement on Globuy’s social media platforms.

The campaign highlighted the FAQ 200 and Luna Go 4 series and successfully drove users to visit Foreo’s pop-up store at Wangfujing Duty Free. Here, Globuy Reviewers were able to discover Foreo’s products and engage in interactive in-store experiences.

Shoppers could take photos at the pop-up and were given samples of the beauty tech brand’s featured products. Those who shared their experience on their Red accounts were rewarded with the Foreo Powder Intensive Essence Travel Kit and offered the chance to receive the Globuy Travel Beauty Box.

The event boosted the brand’s presence on the Red social media app, generating tens of thousands of impressions.

The Globuy Reviewers campaign generated tens of thousands of impressions on Chinese social media, building awareness for Foreo’s hero products in travel retail

The campaign’s reach was also boosted by Globuy’s promotional campaigns through its Red and WeChat mini-program and other platforms together with Wangfujing Duty Free’s official WeChat account.

The campaign boosted traffic to the Foreo store in Wangfujing Duty Free, where users got to try the brand’s Luna Go 4 and the FAQ 200

TikTok influencer Huihuizi joined her followers in their ‘Health And Beauty Journey’

The combined promotional activities attracted hundreds of user-generated comments and discussions and increased awareness of the pop-up store.

Among the event highlights was the participation of TikTok influencer Huihuizi(惠惠子) at the pop-up. The social media celebrity sampled Foreo’s Luna Go 4 and FAQ’s products and shared her experience with her millions of followers.

Globuy tied this campaign to its membership programme to award its loyal members points on the completion of certain tasks. They were then given the opportunity to redeem points at Foreo’s store in Wangfujing International Duty Free.

Globuy created an exclusive WeChat group and recruited members to its travel retail private community to boost engagement.

In July, Globuy introduced its membership centre – the CRM system – which featured five membership levels (V1-V5) based on members’ consumption abilities and levels of activity. Points are earned by purchasing and completing tasks in the membership centre which can then be redeemed for duty free shopping rewards and travel benefits, including coupons and airport VIP lounge use, among others.

Globuy has collaborated with Wangfujing Duty Free to distribute coupons, which can be obtained through the Globuy mini-program and redeemed at the duty free store. This collaboration drives traffic to Wangfujing Duty Free’s online platform and offline stores.

Besides Wangfujing Duty Free, Globuy has also partnered with CDF Mall, Sunrise Duty Free, GDF Plaza, Times DF x DFS and more. Consumers simply present the QR code before payment to get discounts.

Globuy will continue to launch more activities connecting users, retailers and brands with the CRM system.

Last month, Shopping Group launched a bottle-recycling project at My Block (漫选), a shopping street at Jing’an Temple in downtown Shanghai. Consumers were invited to recycle plastic bottles and then rewarded with exclusive benefits including a beauty box, Globuy peripheral and Globuy points, among others.

Globuy said it is partnering with environmental protection agencies for this project as part of its commitment to sustainability.

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