Dr.Ci:Labo is the number-one best-selling medical cosmetics skincare brand in Japan, but has embarked on a three-year strategy to engage with digitally savvy Chinese shoppers.

It recently unveiled a new Online to Offline (O2O) Concept Store in Haikou, at Haikou International Duty Free Shopping Complex, with what it claimes is an ‘immersive, digital-powered shopper experience.’

At the heart of the concept lies Dr.Ci:Labo’s ethos of Omotenashi​ – the Japanese philosophy of hospitality – in order to deliver personalised skincare insight and guidance for every skin type.

The firm stated: “Visitors to Dr.Ci:Labo’s O2O Concept Store are immediately welcomed into the brand universe and the spirit of Omotenashi by Dr. Shiropy, the digital personification of the brand’s founder Dr. Shirono. On a full height digital screen, Dr. Shiropy introduces shoppers to the mixed-reality journey, powered by a WeChat Mini Program accessed through an instore QR code. Throughout the journey the AR Dr. Shiropy delivers help and guidance, strengthening the overall Omotenashi experience.”

The WeChat Mini Program also offers a gamification feature.By collecting the three key ingredients of SW377 on the game, users are entitled to a Dr. Shiropy Luggage Tag and they stand a chance to win a full-sized bottle of the product.

Believed to be the world’s biggest duty-free complex, the site includes more than 30,000 sq m of dedicated cosmetics and perfumes space, featuring brands such as Shiseido, Dior and Estée Lauder


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