HONG KONG, CHINA. The Shilla Duty Free has launched its ninth anniversary campaign for BEAUTY&YOU at Hong Kong International Airport.
Running until 17 September, the Shilla Lucky No. 9 Party is centred on the theme ‘Bloom & Shine’. It transforms the retailer’s East Hall beauty boutiques into an immersive retail environment spanning skincare, fragrance, makeup and personal care.
A key highlight is the global airport premiere of Hermès Parfum & Beauté’s new fragrance Barénia Pleine Fleur, unveiled exclusively at BEAUTY&YOU.
The anniversary also coincides with the arrival of four L’Oréal Group beauty brands at BEAUTY&YOU. Prada Beauty has introduced its makeup offer at the East Hall South Store while Kérastase has expanded into both East Hall South and North locations.
Aēsop has launched its sensorial frgarance and bodycare range at the East Hall South store, while desmo-cosmetic brand SkinCeuticals has opened a counter at the East Hall North store.
Shilla Lucky No. 9 Party takes travellers on a four-stage journey aimed at encouraging discovery and engagement.
Travellers are welcomed by large-scale floral installations outside the East Hall South and North boutiques. A flower shop scene has been specially recreated outside the BEAUTY&YOU store, featuring the ‘Pick Your Exclusive Bloom’ interactive zone.
Here, travellers who follow BEAUTY&YOU’s social media channels (Instagram, Facebook, Xiaohongshu or WeChat) receive a scented floral card and a HK$50 (US$6.40) shopping voucher. Travellers can also personalise floral bouquets with their fragrance of choice and create a customised scented bouquet as a souvenir.
In line with the ninth anniversary theme, a second activation invites travellers to present any personal item featuring the number nine – these include passports, boarding passes, phone numbers or birth dates – in order to receive a complimentary deluxe beauty gift.
Participating brands include Augustinus Bader, Aveda, Bobbi Brown, Caudalie, Cellcosmet, Estée Lauder, fresh, Givenchy Beauty, MAC Cosmetics, Make Up For Ever, Michael Kors Fragrances and Rituals.
The campaign also features a rotating line-up of brand activations. Alongside the exclusive introduction of Hermès Barénia Pleine Fleur, Gucci Beauty and Burberry Beauty are offering professional makeup services, while Chloé Fragrances has introduced an immersive floral sensory installation with a ‘Traffic Stopper Fan’.
From 24 June to 20 August, Prada Beauty’s Summer Market activation offers exclusive sticker sets, limited-edition gifts and a Prada Cabas Bag with qualifying purchases.
Other activations include YSL Beauty’s Berry Crush campaign featuring complimentary Berry Popsicles paired with bounce-back cards for free sample redemptions and tiered exclusive gifts. Finally, DÉCORTÉ is running the One Drop, One Journey skincare pop-up, which offers travellers a hydrating skin ritual.
The fourth element of the campaign focuses on anniversary-exclusive product assortments, curated gift sets and promotional offers from participating beauty brands.
Supporting the campaign is a wider promotional programme featuring a Bloom Flash Sale, with discounts of up to -60% on selected products, tiered shopping rewards and gift-with-purchase offers across participating brands. ✈
