The Shilla Duty Free’s Beauty&You travel retail concept marked its first anniversary with a star-studded celebration at Hong Kong International Airport on 30 July, 2019, including a guest concert by the hugely popular K-pop girl band Red Velvet.
The celebration marked the launch of the ‘Beauty&You Anniversary Pop-up’ along with several other experiential activations and promotions throughout the summer. The anniversary pop-up is located on Level 6, Departures East Hall South Terminal 1 and will run until 21 August.
Beauty&You’s first anniversary celebration kicked off with a performance from The Shilla Duty Free’s 2019 brand ambassadors Red Velvet.
Earlier this month, Shilla launched a promotion for Red Velvet fans which gave them the chance to win tickets to the concert. The first 500 customers during the promotion period also received a Red Velvet souvenir and complimentary skincare trial kits.
“We are very pleased to be celebrating the first anniversary of Beauty&You with Red Velvet at HKIA. The opening of Beauty&You last summer marked an important milestone in The Shilla Duty Free’s history as the first travel retailer to operate beauty and fashion categories in Hong Kong, Singapore and Seoul, at three of the leading airports in Asia Pacific,” said Shilla Travel Retail Hong Kong Managing Director Changha Shin.
“We are incredibly grateful to our customers and business partners for their continuous support, and we hope to continue delivering the best in choice and unique retail experiences at HKIA,” he continued.
Prior to their performance, Red Velvet visited the ‘Beauty&You Anniversary Pop-Up’ for a special shopping experience. The pop-up features several engagement zones that offer a mix of ‘retailtainment’.
These include the Beauty&You DIY Mobile Sticker Photo Booth, the Beauty Party Corner, and a rotating roster of mini experiential zones from YSL Beauty, Sulwhasoo, Marc Jacobs Fragrances, and Ray-Ban. Each zone offers special promotions and exclusive travel gifts.
“The opening of Beauty&You last summer marked an important milestone in The Shilla Duty Free’s history as the first travel retailer to operate beauty and fashion categories in Hong Kong, Singapore and Seoul, at three of the leading airports in AsiaPacific,” said Shilla Travel Retail Hong Kong Limited Managing Director Changha Shin
Beauty&You also introduced a curated selection of exclusive beauty sets and gifts with purchases in honour of its first anniversary. Clinique, Estée Lauder, Kiehl’s, Lancôme, NARS, Shiseido, SK-II and The History of Whoo are just a few of the bands included.
Travelling customers also received special shopping coupons while browsing the wide range of Beauty&You first anniversary products.
Beauty&You’s East Hall stores have also been transformed into unique ‘retailtainment’ zones for the summer.
The ‘Curated Zone by Guerlain’ is in Beauty&You’s East Hall South Store, and offers VR experiences, postcard and coaster workshops, and lipstick engraving until 14 August.
The ‘Curated Zone by L’Oréal Travel Retail’ can be found in Beauty&You’s East Hall North Store. It is claimed to be the first airport Men’s Grooming Lifestyle pop-up, dedicated to helping men find their perfect L’Oréal grooming product. The East Hall North Store also offers complimentary makeup consultations and interactive makeup demonstrations by Yves Saint Laurent and Estée Lauder as well as exclusive travel gifts.
Last summer, the launch of Beauty&You signified an important milestone for both The Shilla Duty Free and Hong Kong International Airport. In the last 12 months alone, Beauty&You has launched several memorable travel retail exclusives, activations and campaigns, including the YSL ‘Make it Your’s pop-up, Curated Zones from Hermès and Parfums Christian Dior, and the ‘Joy of Gifting’ campaign which targeted holiday travellers during the Christmas season.
(Source: Moodie Davitt Report)