CHINA. China Duty Free Group’s (CDFG) cdf Beauty concept at Citygate Outlets in Hong Kong today marks its seventh anniversary with a celebratory campaign that runs to 14 September.
The campaign blends culture with beauty alongside a key charity element.
cdf Beauty has partnered with acclaimed Hong Kong artist Maysum, who masterminded the visual design for the anniversary campaign by taking Hong Kong’s neon lights, local traditions and nostalgic street scenes and fusing them with a modern makeup theme.
The store display has been upgraded to feature pop-up stalls with names such as ‘CDF Bing Sutt’ (中免冰室) and ‘CDF Tuck Store’ (中免士多).
These reimagine classic Hong Kong landmarks like Victoria Harbour and the city’s trams through the lens of a modern artist.
Maysum has teamed up with local coffee roaster My Little Coffee to present an exclusive ‘Taste of Hong Kong Coffee Drip Bag’ boxset for cdf Beauty.
In a move that embraces social inclusivity, all coffee bags are packed by deaf baristas and staff with special needs from My Little Coffee.
Each box features seven distinctive coffee flavours, with aromas corresponding to a Hong Kong landmark and cultural symbol.
Examples include the smokey roasted notes that evoke Mei Ho House in Sham Shui Po, the woody and fruity notes of Tai O Fishing Village and the rich nutty chocolate aroma of a Shek Kip Mei Cha Chaan Teng (Hong Kong-style diner).
This, said CDFG, allows customers “to savour the warmth of the city through taste”.
Customers can redeem a limited-edition coffee drip bag boxset by spending HK$3,000, with HK$50 going to local animal rescue organisation Taipo People Taipo Cat.
Customers can also make a direct donation of HK$300. The funds will be dedicated to stray animal rescue and promoting community animal integration.
To embrace the anniversary’s animal care theme, a special ‘Cute Pets Spotlight’ photo spot has been designed for pets and pet lovers. Maysum also invites customers to slow down and discover hidden feline figures throughout the store.
During the anniversary celebrations, cdf Beauty also offers limited-time promotions, with selected products priced at up to -40% off. ✈
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