‘Skincare delivered to you anytime, anywhere’: Transforming the shopping experience for HK’s mainland tourists

This post is sponsored by Think China.

Mainland Chinese tourists in Hong Kong are increasingly “on-the-go”—with easier travel choices, more are skipping longer stays for a quick show. But in their rush to explore, they often miss more: The incredible in-store deals waiting at SkinCeuticals’ door.

To boost sales for SkinCeuticals HK, the ‘Skincare Delivered to You Anytime, Anywhere’ campaign turned to eCommerce, indulging tourists with exclusive online gift sets through a 12-day e-shop anniversary promotion with same-day delivery. Whether addressing aging, dullness, or pesky blemishes, there was a perfect gift set for every customer to achieve their radiant glow.

No fuss with pick-up lockers or collection points either! Orders could be delivered straight to tourists anywhere in Hong Kong or Macau—at shopping malls, tourist landmarks, or even a nearby 7-Eleven. Just place your order, and the team takes care of everything!

The Strategy

The campaign aimed to wow Mainland visitors by engaging with them before, during, and after their trips.

Excitement was generated online through WeChat posts, vibrant Xiaohongshu image ads geo-targeting the Greater Bay Area, and influencer posts on Xiaohongshu featuring exclusive affiliate promo codes for discounts on the e-shop, which ended up contributing an impressive 36% of total promotion sales!

As tourists arrived at Hong Kong’s West Kowloon high-speed railway station, a key entry point for 23% of Mainland arrivals in Q1 2024, they received location-based SMS alerts inviting them to explore the fantastic promotion. Booking data from ‘12306 CHINA RAILWAY’ was procured and used to target passengers who booked tickets with Mainland mobile numbers and were arriving during the promo.

The buzz didn’t stop there! A post-purchase engagement strategy included email reminders about future offers and new, must-have products, because who doesn’t love a little something extra to keep their skin feeling fabulous?

The Fulfilment

Central to the promotion’s success was a fully integrated fulfilment and customer support system that transformed the shopping experience. Once customers checked out, a dedicated in-house team sprang into action, processing orders and coordinating 4-hour express delivery with professional couriers such as Lalamove.

This operation was backed by a robust customer support infrastructure featuring 24/7 automated live chat, a comprehensive FAQ database, and a dedicated service team ready to assist via WeChat, email, and phone. During the final delivery mile, the customer service team team became the vital link between delivery personnel and tourists, many of whom travelled without local mobile numbers. This seamless connection ensured real-time issue resolution and peace of mind for every shopper.

Award-Winning Success

What truly made the campaign a hit was its essence: It was more than just a promotion; it was an experience—an effortless way for Mainland tourists to shop for sought-after skincare products with just one click while enjoying the sights of Hong Kong.

The campaign garnered significant recognition across two MARKETING-INTERACTIVE award ceremonies in late 2024. At the Asia eCommerce Awards, Think China won gold for ‘Best eCommerce Consultant’ and two silver awards for their work in fulfilment and cross-border campaigns. This was followed up by a silver trophy for ‘Excellence in eCommerce Marketing’ at the Marketing Excellence Awards in Hong Kong.