YSL Beauté and Shilla reveal ‘Make It Yours’ pop-up at Hong Kong International

HONG KONG. Yves Saint Laurent Beauté and The Shilla Duty Free opened the first-ever ‘Make it Yours’ pop-up store in travel retail in late April at Hong Kong International Airport. Featuring Rouge Pur Couture lipsticks and Mon Paris fragrances, the pop-up in Shilla’s Beauty&You North shop runs until 22 May.

Turning the town red: A first-of-its-kind pop-up for YSL ‘Make it Yours’ at Hong Kong International.

It features a circular retail design within the Beauty&You Curated Zone that aims to create a “personalised beauty journey” according to the partners.

The Rouge Pur Couture lipstick zone offers customers a selection of over 20 lip shades, six limited edition lipstick caps, customisation of products by name, engravement and a choice of gift boxes.

From fragrance Mon Paris comes a range covering of products including the new Mon Paris Floral. Customers can have a name engraved on their favourite fragrance and finished with the limited edition heart and arrow lavalieres in a choice of four colours: fuchsia, pink, nude or red. The “360-degree beauty experience” also includes a three-minute flash service provided by a professional Yves Saint Laurent Beauté makeup expert.

The lipstick zone offers lip shades, limited edition lipstick caps, customisation of products, engravement and a choice of gift boxes.

“We want to create an elevated, compelling and memorable experience that is relevant to every customer. The ‘Make it Yours’ pop-up reflects our ambition to connect travellers all over the world with Yves Saint Laurent Beauté, and reinforce our position as a loved brand,” said Yves Saint Laurent Beauté General Manager Emily Coleman.

Shilla Hong Kong Managing Director Changha Shin said: “We are pleased to partner with a leading international makeup giant like Yves Saint Laurent to showcase their brand excitement at this specially designed pop-up. We are extremely proud and excited to unveil the first big promotion collaboration between Yves Saint Laurent Beauté and Shilla Hong Kong International Airport in our North shop Curated Zone.”

The next pop-up from Yves Saint Laurent Beauté in the region will be staged with China Duty Free Group in Haitang Bay in June.

Customisation from fragrance Mon Paris comes with a selection of heart and arrow finishes; below, service from YSL experts adds a human touch.

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