Lunar New Year
Shinsegae Duty Free’s pioneering Armani Beauty pop-up
Shinsegae Duty Free has ushered in the Lunar Year of the Dragon by opening a pop-up for Armani Beauty at its flagship Myeong-dong, Seoul store. The pop-up is open throughout February within the store’s renowned tenth floor beauty zone.
The Armani Beauty store from L’Oréal Travel Retail showcases the brand’s signature products, as well as visuals inspired by the Year of the Dragon, which symbolises power and prosperity in Asian culture.
The activation features Armani Beauty Global Fragrance Ambassador Jackson Wang in a campaign wishing customers to ‘Reach new heights together’ in 2024.

The pop-up is backed by a compelling digital campaign (seen encircling the pop-up) featuring Armani Beauty Global Fragrance Ambassador Jackson Wang
Customers can discover various lip products and colour makeup products and take keepsake photos in a photogenic space decorated with red dragon motifs.
Comment: Shinsegae Duty Free has said it aims to become the “ultimate destination” for beauty and lifestyle shopping, with collaborations with various global brands at the heart of its strategy. Pop-ups and other innovative retail tools are a key element as this latest Armani Beauty campaign underlines, offering brand and retailer further profile in a key travel and shopping period.

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