L’Oréal Travel Retail Asia Pacific and Lotte Duty Free have partnered to launch Urban Decay’s Naked Honey Collection in Seoul. The glamorous pop-up was held in the Lotte Duty Free Star Lounge at its flagship downtown store in Myeong-dong on 11-12th October.
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The dazzling pop-up celebrated the launch of Urban Decay’s Naked Honey eyeshadow palette in Asia Pacific. It was attended by over 120 VIPS, media, and KOLs from South Korea and China.
Award-winning Chinese singer Jike Junyi was also in attendance to entertain guests with a very special performance. According to the brand, Junyi fully embodies its ‘Pretty Different’ mantra, and was a fitting guest performer to conclude the evening’s festivities.
The Lotte Duty Free Star Lounge was transformed into a honey-themed California dream house. It took plenty of design cues from the eyeshadow palette’s warm and golden shades. Following the ‘Spoil me, Honey’ theme, the Lotte Duty Free Star Lounge became an interactive playground full of fun and engaging retail-tainment zones.
The Naked Honey journey began with a ‘dripping honey’ tunnel. It featured motion detection sensors that allowed guests to interact with the dripping honey on the walls through mapping technologies.
Inside, guests played with a ‘Spoiling Honey’ game, where they had to collect 12 eyeshadow swatches in order to win an All Nighter Setting Spray from Urban Decay. Guests were then invited to try out the Naked Honey eyeshadow palette for themselves, with the help of Urban Decay’s team of professional makeup artists.
The Naked Honey experience concluded in the ‘Sweet Checker’ zone, which rewarded guests with sweet treats after a digital camera analysed the ‘sweetness’ of their Naked Honey makeup looks.
“We are very pleased to be partnering with Lotte Duty Free to host Urban Decay’s first ever event in Korea,” said Urban Decay Travel Retail Asia Pacific General Manager Petrina Kho.
“As a digital savvy brand, social media always plays a crucial role in all of our launches. We have invited influencers from both Korea and China to join this Naked Honey launch party for the first time, in order to create the most engaging and travel relevant content to all makeup junkies in Asia,” she added.
According to Kho, the Naked Honey event was a great opportunity to engage with its core Chinese consumers. She said, “The event venture with Lotte Duty Free was extremely strategic, targeting and engaging Chinese travellers who are of utmost importance to the brand.”
Urban Decay’s new Naked Honey Collection offers 12 neutral shades with a golden twist. Highlights include glittering gold shadows, warm ambers, and deep chocolate browns that are perfect for Asian skin tones. The Naked Honey Eyeshadow Palette, as well as its limited edition palettes, are now available in Lotte Duty Free.
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The Naked Honey Collection is also available in South Korea, Hong Kong, Singapore, Thailand, Australia, and New Zealand travel retail, which are all key markets for Urban Decay.
(Source: Moodie Davitt Report)