L’Oréal Travel Retail has taken Armani Beauty’s travelling pop-up store, Armani Box, on a tour around Asia’s top travel retail destinations.
It launched at Singapore Changi Airport last September, to be followed by Hong Kong International Airport this month, with a finale planned at Incheon International Airport later in the year.
The Moodie Davitt Report’s Fashion Beauty & Social Media Editor Hannah Tan-Gillies attended the launch event in Singapore on 20 September. She experienced the multi-sensory pop-up first-hand and attended a beauty masterclass from Armani Beauty international face designer Reza Zaimeche. The high-profile event was also attended by local and international KOLs as well as representatives from Armani Beauty, The Shilla Duty Free and Changi Airport. The Moodie Davitt Report was the exclusive trade media partner for the event.
The Armani Box pop-up offered plenty of opportunities to exhibit the brand’s playful omnichannel approach. It invited travelling customers to engage with a series of interactive games and discover Armani beauty’s most popular products. The experience began in front of the brand’s gorilla mascot, Uri, where guests got a digital beauty passport by scanning a QR code on their phones.
This was followed by a virtual reality makeup consultation, an engraving station where guests can customise their purchases, and a show-stopping cinema set-up where they could try out their acting skills through a digital screen test.
The pop-up also had some clever gamification features that synergised with the event’s glamorous red carpet concept. Highlights include the Armani Beauty ‘Wall of Fame’ where guests can display their palm prints on the big screen, and the Armani Beauty Vending machine — which rewarded guests with a mini red lipstick for completing their personalised beauty experience at the Armani Box.
The bold pop-up concept was also a showcase for the beauty brand’s latest limited edition releases and best-selling products. It shone a spotlight on the ‘Lip Maestro in 400G’, which is the new and improved version of the brand’s best-selling red 400 shade lip colour. The new formula is enhanced with refined golden pearl and comes in exclusive gold-lacquered packaging.
The Lip Maestro and Ecstasy Shine lipsticks in 400 complete the limited edition set and are also updated with the same gold-lacquered packaging.
The pop-up also highlights the brand’s other key beauty essentials including the ‘My Armani to Go Cushion and Powder Fabric Foundations’, the ‘Si Passione’ fragrance line, and the entire Armani Beauty lip range.
The event was also attended by Armani Beauty Marketing Director Bryan Loeffelbein, Changi Airport Group Senior Vice President Airside Concessions Teo Chew Hoon, The Shilla Duty Free Managing Director Jeff Lee, The Shilla Duty Free Merchandising Director Chillie Por, and L’Oréal Travel Retail Area Manager Giorgio Armani Alice Lee.
The Moodie Davitt Report was the exclusive travel retail media present at the Armani Box Hainan opening, providing extension on-location coverage on Instagram Stories – check out our exclusive social media coverage below
In collaboration with Globuy
As a lead partner of The Moodie Davitt Report, this 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.
Going forward, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.
Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.
