SOUTH KOREA. L’Oréal Travel Retail Asia Pacific and Lotte Duty Free have partnered to launch Urban Decay’s Naked Honey Collection in Seoul. The glamorous pop-up was held in the Lotte Duty Free Star Lounge at its flagship downtown store in Myeong-dong on 11-12 October.
The dazzling pop-up celebrated the launch of Urban Decay’s Naked Honey eyeshadow palette in Asia Pacific. It was attended by over 120 VIPS, media, and KOLs from South Korea and China.
Award-winning Chinese singer Jike Junyi was also in attendance to entertain guests with a very special performance. According to the brand, Junyi fully embodies its ‘Pretty Different’ mantra, and was a fitting guest performer to conclude the evening’s festivities.
“The event with Lotte Duty Free was extremely strategic, targeting and engaging Chinese travellers who are of utmost importance to the brand.” – Urban Decay Travel Retail Asia Pacific General Manager Petrina Kho
The Lotte Duty Free Star Lounge was transformed into a honey-themed California dream house. It took plenty of design cues from the eyeshadow palette’s warm and golden shades. Following the ‘Spoil me, Honey’ theme, the Lotte Duty Free Star Lounge became an interactive playground full of fun and engaging retail-tainment zones.
The Naked Honey journey began with a ‘dripping honey’ tunnel. It featured motion detection sensors that allowed guests to interact with the dripping honey on the walls through mapping technologies.
Inside, guests played with a ‘Spoiling Honey’ game, where they had to collect 12 eyeshadow swatches in order to win an All Nighter Setting Spray from Urban Decay. Guests were then invited to try out the Naked Honey eyeshadow palette for themselves, with the help of Urban Decay’s team of professional makeup artists.
The Naked Honey experience concluded in the ‘Sweet Checker’ zone, which rewarded guests with sweet treats after a digital camera analysed the ‘sweetness’ of their Naked Honey makeup looks.
“We are very pleased to be partnering with Lotte Duty Free to host Urban Decay’s first ever event in Korea,” said Urban Decay Travel Retail Asia Pacific General Manager Petrina Kho. “As a digital savvy brand, social media always plays a crucial role in all of our launches. We have invited influencers from both Korea and China to join this Naked Honey launch party for the first time, in order to create the most engaging and travel relevant content to all makeup junkies in Asia,” she added.
According to Kho, the Naked Honey event was a great opportunity to engage with its core Chinese consumers. She said, “The event venture with Lotte Duty Free was extremely strategic, targeting and engaging Chinese travellers who are of utmost importance to the brand.”
https://youtu.be/M-ebnL6En0o
Urban Decay’s new Naked Honey Collection offers 12 neutral shades with a golden twist. Highlights include glittering gold shadows, warm ambers, and deep chocolate browns that are perfect for Asian skin tones. The Naked Honey Eyeshadow Palette, as well as its limited edition palettes, are now available in Lotte Duty Free.
The Naked Honey Collection is also available in South Korea, Hong Kong, Singapore, Thailand, Australia, and New Zealand travel retail, which are all key markets for Urban Decay.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Urban Decay’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. |
