Marking its 9th anniversary, BEAUTY&YOU by The Shilla Duty Free has launched the ‘Shilla Lucky No. 9 Party’, running from now until September 17, 2026, at Hong Kong International Airport.
This extraordinary airport beauty extravaganza brings travelers a perfect blend of global brand debuts, interactive experiences, and exclusive shopping privileges.
Anchored in the core concept of “Bloom & Shine,” the milestone campaign redefines the pre-flight journey with visually striking, photo-worthy installations, bespoke brand experiences, and limited-time rewards. By transforming the shopping experience at BEAUTY&YOU into an immersive sensory journey, travelers are invited to step into a seamless, elevated beauty experience before takeoff, spanning across skincare, makeup, fragrance, and personal care.
Going beyond a traditional anniversary celebration, the campaign delivers a curated “beauty voyage” designed specifically for modern travelers, blending discovery, indulgence, and surprise across every touch point.
A key highlight of the campaign is the global premiere of Hermès Parfum & Beauté’s highly anticipated new fragrance, Barénia Pleine Fleur, exclusively unveiled at BEAUTY&YOU.
Elegant and distinctive, the fragrance captures a refined floral signature infused with the Maison’s iconic craftsmanship. As one of the most prestigious launches of the season, it is set to draw fragrance enthusiasts and international travelers alike for an exclusive first encounter.
Four Global Beauty Powerhouses Make Their Grand Debut
Celebrating this milestone, BEAUTY&YOU introduces four of the world’s most coveted international beauty icons, establishing brand-new counters across BEAUTY&YOU East Hall South Store (near Gate 1) and East Hall North Store (near Gate 5) to offer travelers an enriched and diverse shopping portfolio:
• Prada Beauty (Makeup): Cutting-edge, avant-garde couture beauty arrives at East Hall South store (near Gate 1)
• Kérastase (Hair care): Professional, ultra-luxurious hair care debuts at both East Hall South Store (near Gate 1) and East Hall North (near Gate 5) store
• Aesop (Fragrance&Body Care): Showcasing iconic, nature-revering philosophical formulations and unique aromas, launching at East Hall South store (near Gate 1)
• SkinCeuticals (Medical Skincare): High-potency, clinically proven scientific skincare and expert restorative solutions arrive at East Hall North store (near Gate 5)
The powerful addition of these premier brands substantially elevates BEAUTY&YOU’s brand lineup, further solidifying its position as the leading beauty retailer at Hong Kong International Airport.
Immersive Shilla Lucky No. 9 Party: A Four-Station Sensory Exploration Journey
The campaign introduces a thoughtfully designed in-store experience that transforms pre-flight waiting hours into an evocative sensory exploration. This curated journey guides travelers through four unique stations to progressively unlock the ultimate luxury beauty experience:
Station 1: The Grand Floral Gateway
The journey commences right at the facades of the BEAUTY&YOU East Hall South and East Hall North boutiques. A large-scale, playful 3D sculptural floral art display stands ready to welcome guests, poised to become the airport’s most sought-after backdrop for social media check-ins.
Furthermore, a romantic flower shop scene has been specially recreated outside the store, featuring the “Pick Your Exclusive Bloom” interactive zone. By following any of BEAUTY&YOU’s official social media channels (Instagram, Facebook, Xiaohongshu, or WeChat), travelers will receive an Exclusive Scented Floral Card and a HK$50 shopping voucher.
Station 2: Free Beauty Gift Awaits
In perfect harmony with the 9th Anniversary theme, a surprise interactive happening awaits within the boutique. Travelers who present any personal item or document containing the digit ‘9’ (such as a passport, ID card, electronic boarding pass, phone number, or birth date) will instantly receive a complimentary deluxe beauty gift from a curated pool of world-renowned brands.
The participating brand lineup is star-studded, spanning skincare, makeup, fragrance, and haircare, including: Augustinus Bader, Aveda, Bobbi Brown, Caudalie, Cellcosmet, Estée Lauder, Fresh, Givenchy Beauty, M·A·C, Make Up For Ever, Michael Kors Fragrance, and Rituals.
Station 3: Limited-Time Elite Brand Pop-Ups
Throughout the campaign period, top-tier international beauty houses are launching time-limited pop-up interactive setups and immersive experiences. Visitors exploring the vibrant Prada Beauty “Summer Market” themed zone will receive exclusive sticker sheets, and qualifying purchases will unlock a limited-edition Prada Cabas Bag. Meanwhile, Gucci Beauty and Burberry Beauty elevate pre-flight pampering with star-grade makeup makeover services.
Station 4: 9th Anniversary Limited Curations & Star-Studded Offerings
To further heighten the festive atmosphere, several elite beauty houses also present their star products and exclusive sets tailored specifically for the BEAUTY&YOU 9th Anniversary, running alongside the launch of the four premier brands.
Tiered Shopping Rewards & Limited-Time Flash Sales
The surprises extend beyond individual brand counters. To mark the grand occasion, BEAUTY&YOU is concurrently launching an exclusive “Bloom Flash Sale,” offering up to 60% off (low as 40% of original price) on select cult-classic products, along with multiple tiered milestone rewards for a highly value-packed shopping feast. At the same time, elite beauty labels are extending luxurious gift-with-purchase (GWP) rewards.
