SOUTH KOREA. Shinsegae Duty Free held a spectacular party at its flagship Myeongdong on 17 September to mark the launch of Rihanna’s Fenty Beauty makeup brand, with the Barbadian superstar the centre of attraction.
Some 250 guests, including domestic and overseas beauty influencers and 40 selected from those who subscribed through SNS channels, participated in the event.
Makeup artists, including Fenty Beauty’s global makeup team Priscilla Ono and Hector Espinal, introduced the brand to customers on a one-to-one basis, and shared the secrets of Rihanna’s makeup techniques.
Well-known DJs Pedro and Aster provided the music.
The party highlight was Rihanna’s appearance and her interaction with guests as she climbed onto the Myeong-dong store’s famous Golden Mirror Carousel, clearly enjoying the event as much as other participants.
Her #badgalriri Instagram post (with 2,835,850 likes) includes a photo and comment: “Thank you @shinsegaedutyfree for hosting me at the Shinsegae Myeongdong Store last night! It was so exciting to see the new @FentyBeauty store in person and I am grateful for our amazing partnership!”
Shinsegae Duty Free said the use of the mirror carousel offered customers the opportunity to experience the brand with the global star playing a “pivotal role in the global beauty trend”.
The event featured Fenty Beauty’s new collection, Diamond Bomb II, which will soon be launched globally.
Shinsegae Duty Free said that it is dubbed the ‘The Holy Land of K-Beauty’ because of its extensive range of cosmetics brands. It is also known as the ‘Beauty Playground of Coducks’, a Korean word for cosmetic lovers.
A Shinsegae Duty Free official said: “We wanted to provide a unique experience t a o our customers through the industry’s first launch event with a party concept. We will continue to solidify our position as a ‘Beauty Playground’ with various unique programmes such as collaborations with many different global star brands.”
