BEAUTY&YOU by The Shilla Duty Free ‘packs the joy’ with Line Friends at Hong Kong Airport : Moodie Davitt Report – Charm

From BROWN to YOU: The Shilla Duty Free leverages the global appeal of Line Friends to create a high-impact experiential journey designed to capture footfall and drive dwell time at Hong Kong International Airport

HONG KONG, CHINA. BEAUTY&YOU by The Shilla Duty Free is marking the 15th anniversary of Line Friends with a large-scale experiential campaign at Hong Kong International Airport (HKIA).

Running until 6 July, the ‘From BROWN to YOU – Pack the Joy at SHILLA’ campaign marks the first collaboration between BEAUTY&YOU and Line Friends in Hong Kong.

It also marks the debut of the Line Friends and Brown 15th anniversary celebrations in Hong Kong and Macau.

(Above and below) A large-scale post-immigration installation in the Level 7 Departures Hall serves as a striking photo area and drives traffic in-store where a series of Line Friends-themed activations await

The campaign centres on a multi-touchpoint retail journey that blends immersive installations, social media activation and promotional mechanics.

The experience begins immediately after immigration with an installation located at the Level 7 Departures Hall. Here, travellers can take selfies with their favourite Line Friends characters in a dedicated photo area.

The campaign continues in BEAUTY&YOU’s Level 6 stores (East Hall South near Gate 1 and East Hall North near Gate 5). The colourful Line Friends activations include interactive selfie mirrors, photo opportunities and a dedicated anniversary zone featuring digital screens and customised cashier areas.

**(Above and below) Limited-edition merchandise and collectible stickers are tied to minimum spend and social sharing mechanics to drive awareness and incremental spend**

Travellers are encouraged to share Line Friends content via Instagram and Xiaohongshu with the hashtags #PacktheJoyatSHILLA and #FromBROWNtoYou to receive limited-edition gifts, including a Line Friends Brown anniversary handheld fan.

By following Line Friends and BEAUTY&YOU on Instagram, Facebook, Xiaohongshu or WeChat, travellers can can receive collectible luggage stickers and a HK$50 (US$6) voucher pack. They can also subscribe to partners’ e-newsletters to receive the items.

**(Above and below) BEAUTY&YOU is transformed with immersive zones featuring interactive mirrors, selfie areas, themed cashier areas and digital Line Friends storytelling**

Since 23 April, travellers who spend HK$800 (US$102) or more can purchase the special ‘Line Friends Brown 15th Anniversary Special Edition Travel Kit’ for just HK$159 (US$20), valued at HK$499 (US$63).

The kit, comprising travel accessories such as a passport holder, luggage strap and pouch, launched at BEAUTY&YOU by The Shilla Duty Free at HKIA on 23 April, and will be launched online at HKairportShop.com mid-May. Preferential pricing of HK$129 (US$16) is available for HK Airport rewards members.

In addition, travellers can enjoy -60% discounts across more than 200 beauty brands at BEAUTY&YOU by The Shilla Duty Free. To ease barriers to purchase customers can enjoy enhanced fulfilment services, such as home delivery and arrival pick-up. ✈