French luxury cosmetics brand, Lancôme, launched its ‘Art of Absolute’ immersive exhibition at the China Maritime Museum in Shanghai. Featured is a contemporary art installation piece entitled “The Container of Time”, in which artist Zhengyuan hung up 57 transparent crystal-framed pictures of roses in 57 different growth stages. Visitors could also step into the ‘Rose Hall’ to watch the life of a rose from seed germination to full bloom or linger in the ‘Four Seasons Garden’ to completely immerse themselves in a virtual 100-acre flower field.
In terms of marketing, Lancôme harnessed star power and social media marketing to spread the word about the event. At the opening ceremony, Lancôme invited brand ambassadors such as Chinese actresses Ni Ni, Jin Chen, and Zhao Jinmai, as well as other celebrities to attend the opening ceremony and appear in advertisements posted across social media channels.
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