Helena Rubinstein, avant-garde luxury skincare brand since 1902, makes its inaugural Travel Retail Asia Pacific appearance with “The Beauty Adventures of Helena Rubinstein” pop-up at The Shilla Seoul Hotel from 17-19th December 2019.
“Today is a very special day as we unveil the first ever Helena Rubinstein Travel Retail Asia Pacific pop-up in cultural and cosmopolitan Seoul. Helena Rubinstein is grounded by its history, its name synonymous with exceptional products, scientific legitimacy and first-class service – avant-garde is in every detail. Through this mesmerizing pop-up, we have created an immersive retail journey by integrating online and offline selling together with just a mini-program on mobile. The tremendous support we received from our strategic partner, The Shilla Duty Free, at the launch of our pop-up has been humbling and we look forward to even more exciting adventures for Helena Rubinstein across Asia,” says Petrina Kho, General Manager of Helena Rubinstein Travel Retail Asia Pacific.
“We are proud to be a part of Helena Rubinstein’s first event in travel retail with this immersive and highly experiential pop-up. We are continuously elevating shopping experiences with our esteemed partner brands and we cannot be more delighted to end this year on a high by bringing the first-class beauty adventures of Helena Rubinstein to our shoppers with this outpost,” says Yeowool Kim, Cosmetic & Perfume Team Director of The Shilla Duty Free MD Division.
Former top Hong Kong actress Cherie Chung, graced the event on 17th December and shared her life story, her definition of beauty and how she and the brand share the same avant-garde vision of beauty which is to empower women through beauty.
Designed to take travellers through an immersive and introductory journey of the brand’s rich heritage within a travel theme, the outpost features arresting brand visuals, iconic quotes by the avant-garde legend, Madame Helena Rubinstein, and highly interactive touchpoints. Shoppers are able to discover the iconic products, scientific legitimacy and exceptional formulas that are synonymous with the brand.
Visitors are greeted at the luxurious First Class Check-In reception and welcomed through the boarding gates with their pre-registered digital passports via a mini-site on their mobile phones, which will be used throughout their travel-themed adventure. The journey begins at the Heritage Wall with an interactive AR experience, where travellers are encouraged to hold their phones up against framed brand visuals to activate them. Through this digital animation, visitors can watch short feature videos documenting how Helena Rubinstein defined the beauty industry in her time through her commitment to innovation.
Customers are then ushered to discover the brand’s 3 star products through a series of engaging activities. By sharing their ideals of self-empowerment on an interactive projection wall, native vegetal cells are visually sent to fill up the cellular power of the iconic regenerative Powercell Skinmunity The Reinforcing Serum on the wall.
In the next touchpoint, visitors get the opportunity to immerse themselves in the process of creating the Re-PLASTY Age Recovery Night Cream through engaging touchscreen and physical activity prompts. Upon completion of the cream, a door will pop open from a wall of lockers to present a travel-sized product.
On the next part of their journey, travellers traverse the snowy alps through an exhilarating VR experience in search of the Alpha-Edelweiss, a key component of the anti-ageing and brightening Prodigy Cellglow The Deep Renewing Concentrate. At the final stop of the journey, visitors are pampered with an über-luxe skincare conultation through the brand’s first skin biometric analyser and a luxurious hand massage at the Helena Rubinstein first-class cabin.
Shoppers are presented the opportunity for immediate purchase following their skincare consultation via the Shilla e-shop or at The Shilla Duty Free, located conveniently a stone’s throw away from the pop-up within the hotel grounds.
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After getting their digital passports stamped upon completion at each checkpoint, visitors are able to redeem a personalised luggage tag, a travel-sized product and receive their printed postcard photos, to take home a souvenir from their beuaty adventure with Helena Rubinstein.