Kérastase Summer Beach Club: A Luxurious Hair Care Experience at CDF Sanya
Kérastase Summer Beach Club Brings French Riviera Vibes to Sanya
Sanya, China – August 1, 2025 – L’Oréal Travel Retail and China Duty Free Group (CDFG) have teamed up to create a sun-soaked escape at the Kérastase Summer Beach Club, hosted at the cdf Sanya International Duty Free Shopping Complex. Running from July 1 to 29, this immersive pop-up experience transported visitors to the idyllic shores of the French Riviera, infused with the vibrant energy of Hainan.
As travelers flocked to Sanya for their summer beach holidays, the Kérastase Summer Beach Club offered a unique opportunity to discover personalized hair care solutions tailored to combat the harsh effects of sun, salt, and humidity. The chic, beach-inspired setting, reminiscent of classic striped cabanas, provided a perfect backdrop for guests seeking to maintain healthy, beautiful hair during their vacations.
Upon arrival, guests received a postcard guiding them through various check-in points, culminating in a complimentary sample of Kérastase’s Elixir Oil. The experience included a comprehensive hair and scalp diagnosis using the innovative KSCAN 2.0 device, allowing beauty advisors to recommend products tailored to individual hair concerns. A professional stylist was also on hand to craft the ideal summer hairstyle, ensuring every visitor left looking their best.
Interactive Fun and Sensory Experiences
The Summer Beach Club featured a Surf School zone, where travelers could capture playful moments against a backdrop of surfboards, creating instant magnetic photo souvenirs of their beach getaway. Additionally, the Product Discovery Zone invited guests to indulge in an olfactory journey, with bubbles infused with the signature scents of Kérastase products.
To enhance the shopping experience, the event offered complimentary gift wrapping in limited-edition boxes, along with stylish tote bags that guests could personalize with exclusive patches. This thoughtful touch ensured that every purchase was not just a transaction but a memorable experience.
A Broader Brand Immersion
Kérastase extended its reach by partnering with the Rosewood Hotel Sanya, transforming the hotel and beach into an immersive brand experience. This collaboration allowed guests to enjoy the essence of Kérastase beyond the pop-up, reinforcing the brand’s commitment to luxury and personalization.
Jesus Abia, Managing Director of L’Oréal Travel Retail Asia Pacific, emphasized the importance of adapting to evolving hair care needs during the summer. “We wanted to create an experiential space that educates consumers on protecting and enhancing their hair while immersing them in the aspirational lifestyle associated with summer travels,” he stated.
Loic Hemard, General Manager of L’Oréal Dermatological Beauty and Professional Products Division, echoed this sentiment, highlighting the event as a vibrant hub for brand engagement. “The Kérastase Summer Beach Club embodies our commitment to luxury, personalization, and innovation, inviting consumers to embrace their summer hair journey with confidence and style.”
As the summer season continues, the Kérastase Summer Beach Club stands as a testament to the brand’s dedication to providing exceptional hair care solutions while creating unforgettable experiences for travelers in Sanya.
