Travel retail highlights

Red alert in Hong Kong

“Ultra Rouge adds new magic both to the experience of lipstick and the expression of red,” says Parfums Christian Dior.

The brand marked the launch of its new lipstick range with a spectacular experiential pop-up in T Galleria Beauty by DFS at Causeway Bay, Hong Kong. A dedicated team of top make-up artists from Korea and Hong Kong took centre stage with live make-up demonstrations.

Shoppers could also experience Ultra Rouge for themselves by signing up for exclusive make-up services by Dior’s Colour Stylists.

The pop-up, which ran from 25 October to 4 November, featured both a Fragrance Bar and a Skincare Bar, which highlighted the best of Dior perfumes and premium skincare. A photo wall enabled shoppers to take home a Polaroid souvenir, or have an image emailed to them.

Shoppers were also given the opportunity to win Dior gifts by taking part in a digital memory game to match Ultra Rouge cards in 20 seconds.

Finally, shoppers could personalise their lipsticks at an engraving station and add a red satin Art of Gifting ribbon.

Red letter day: The lively pop-up was declared officially open by (from left to right) DFS Director of Global Beauty Charles-Henry Chenard; Parfums Christian Dior Area Manager Travel Retail Cherrie Chan; Senior Regional Merchandising Manager Lay Leng Tan; Hysan Development Company Director, Marketing & Customer Experience Tiffany Lam; Parfums Christian Dior Director of Travel Retail Asia Leonardo Ferracina; T Galleria by DFS Causeway Bay General Manager Winnie Lai; and DFS Senior Vice President of Beauty Christophe Marque.

The Moodie Davitt e-Zine | Issue 252 | 16 November 2018