Travel retail highlights

Superstar presence

Is there a better way to launch a new brand in your store than by hosting a global superstar? That’s exactly what Shinsegae Duty Free did this month with a spectacular party at its flagship Myeong-dong store.

Barbadian singer Rihanna [pictured right] has made waves in the beauty world since 2017 when she launched LVMH-owned makeup brand Fenty Beauty. And the brand has opened new travel retail doors in Asia this month – including at Shinsegae.

In Myeong-dong, Rihanna interacted with guests and climbed aboard Shinsegae’s famous Golden Mirror Carousel, clearly enjoying the event as much as other participants. Some 250 guests, including domestic and overseas beauty influencers, attended the event.

Rihanna thanked Shinsegae via an Instagram post which attracted about 3 million likes. “It was so exciting to see the new Fenty Beauty store in person and I am grateful for our amazing partnership,” she said.

For its part, Shinsegae said the use of the mirror carousel offered customers the opportunity to experience the brand with the global star playing a “pivotal role in the global beauty trend”.

“We will continue to solidify our position as a ‘Beauty Playground’ with various unique programmes such as collaborations with many different global star brands,” the company concluded.

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The Moodie Davitt eZine

Issue 268 | 26 September 2019

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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