SOUTH KOREA. The Moodie Davitt Report Fashion, Beauty & Social Media Editor Hannah Tan-Gillies was on location in Seoul for the spectacular launch of Coty and Gucci Beauty’s new limited-edition lipstick duo ‘Rouges à Lèvres la Lunaison’ last week. The lipstick duo is exclusively available in Lotte Duty Free Myeong Dong and Lotte Duty Free’s online platform until 15 November.
The three-day Gucci Beauty Seoul event kicked off with a glamorous launch party on 8 November attended by over 250 local and international KOLS. Key attendees included Gucci Beauty brand ambassadors Dani Miller, lead singer of New York punk band Surfbort; models Ellia Sophia Coggins and Mae Lapres; South Korean singer, songwriter and actress Son Na-Eun (a member of girl group Apink); and Lotte Duty Free beauty ambassador Pony Makeup.
“We ask the brands to think big, unique, and do something that has never been seen or done before in beauty. The Gucci event was spectacular and what I have seen for future events this lounge will be on the mind of every beauty lover in the world.” – Lotte Duty Free Merchandising Director International Beauty Jeffrey Davis
The exclusive launch was Gucci Beauty’s first event in Korea since its debut earlier this year and also signalled the Asia Pacific debut of the brand’s limited-edition lipstick duo.
To celebrate the occasion, the Lotte Duty Free Star Lounge in Myeong-dong was transformed into a luxurious Gucci pink boudoir, complete with floor-to-ceiling digital walls, retro tv displays, and glittered red carpet. The space also featured a Gucci-themed make-up testing zone, a virtual photo-booth, and a pink carpeted dance floor. Inside, guests were invited to discover Gucci Beauty’s entire 60 shade lipstick collection with help from Gucci Beauty makeup artist Thomas de Kluyver and his team.
In addition to this, Lotte Duty Free’s renowned Star Avenue (outside the ground floor elevator entrance to the flagship store) also received a digital Gucci Beauty makeover. The L-shaped screens on the ‘star-studded’ walkway displayed Gucci Beauty’s campaign video and also lightboxes of its striking visuals. After the event, guests danced the night away to tunes from DJ Mushxxx and Gucci Beauty brand ambassador Dani Miller.
Days two and three of the Gucci Beauty Seoul event were open to the public and attracted over 2000 visitors. According to Lotte Duty Free Myeong Dong Main Store Manager Park Sung-Hoon (Steve), the event was a testament to how the Lotte Duty Free Star Lounge has quickly become Seoul’s premier VIP lounge. He said, “Lotte Duty Free Star Lounge has long moved beyond the role of simply being a customer rest space.” Since its debut last year, the Lotte Duty Free Star Lounge has hosted numerous immersive brand activations and events.
According to Lotte Duty Free Merchandising Director International Beauty Jeffrey Davis, the event was a fantastic showcase of the Lotte Duty Free Star Lounge’s potential to host immersive retailtainment events.
“The Lotte Duty Free Star Lounge events continue to evolve to our amazement,” Davis told The Moodie Davitt Report. “We give the brands the freedom to express their creativity and uniqueness in an amazing space. We ask the brands to think big, unique, and do something that has never been seen or done before in beauty. The Gucci event was spectacular and what I have seen for future events this lounge will be on the mind of every beauty lover in the world.”
As reported, the new Rouges à Lèvres Lunaison lipstick duo was launched at the beginning of November and is Gucci Beauty’s star product for the holiday season. The duo features Gucci Beauty’s best-selling 25* Goldie red shade and 710 Fay Turquoise shade.
According to the brand, the lipstick duo is a celebration of “imperfect beauty” and highlights Gucci’s “come as you are” beauty mantra. Its iridescent formula is enhanced with three different types of glitter, creating a three-dimensional shimmer effect.
The limited-edition lipstick duo is packaged in colour-coated versions of Gucci’s Rouge à Lèvres Satin’s Art Deco-inspired lipstick tubes. The *25 Goldie Red shade has a fuchsia cap, while the 710 Fay Turquoise shade has a green cap. According to Lotte Duty Free, stocks of Rouges à Lèvres Lunaison were already sold out a day after the launch.
Coty Regional Manager Asia Pacific Olivier Louis said that Gucci Beauty offers a new perspective on traditional beauty. “Gucci Beauty is our new story in beauty with a huge statement in lips. Lipstick is the most iconic make up tool because it is both fascinating and desirable,” he commented.
“We have launched three lipstick collections, the sheer, the satin, and the balm. We are excited to introduce two new shades into the assortment; a limited-edition duo lipstick with a glittery formula called ‘Lunaison’. This limited-edition set is being pre-launched exclusively in Lotte Duty Free until 15 November.”
Gucci Makeup has been one of Coty’s biggest launches for 2019. As reported, the launch is part of Coty’s wider strategy to expand into the growing makeup category. The Moodie Davitt Report sources reveal that over 1,000,000 lipstick tubes were sold within one month of the Gucci Makeup launch last May, with 33,000 lipstick tubes sold in one day in South Korea alone.
During a recent conversation with Coty Senior Vice President Travel Retail Txema Marquiequi, he said: “We want to drive makeup and so we are launching Gucci Makeup. The brand is particularly strong in Asia and that’s a big priority for us.”
Luxury fashion brand Gucci has enjoyed sustained success in travel retail, particularly in Asia Pacific and North America, especially since Alessandro Michele took the creative reins four years ago. The Gucci Makeup by Alessandro Michele Collection takes his creative vision and translates it into the world of beauty, with lipsticks as a primary product focus.
@GucciBeauty #GucciBeauty #LotteDutyFree
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Coty’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
