SOUTH KOREA. Parfums Christian Dior has partnered with Shinsegae Duty Free and Incheon International Airport Corporation to open a 100sq m Miss Dior pop-up in Incheon International Airport Terminal 2.
Running from 8 September to 17 October, the pop-up marks the global travel retail debut of Miss Dior Essence, the latest fragrance by Dior Perfume Creation Director Francis Kurkdjian.
The animation showcases the brand’s rich universe through a bold visual identity, with the Miss Dior logo presented in black graffiti-style lettering.
At the entrance, a giant Miss Dior bottle sets the tone for the activation and serves as a photo opportunity for travellers.
Inside, the pop-up offers a series of personalised and interactive experiences. These include a Fragrance of Your Dreams consultation centred on the new Miss Dior Essence, skincare analysis via the Dior Skin Analyzer and a Beauty Fitting area showcasing the limited-edition Miss Dior Fall 2025 Makeup Collection.
Guests can also create personalised Love Bracelets or send Miss Dior postcards to commemorate their visits.
The official opening ceremony took place on 11 September with representatives from Dior and Shinsegae Duty Free in attendance. The event underlined their strong Trinity partnership and reinforced Dior’s continued investment in Asia Pacific travel retail.
Parfums Christian Dior APAC Travel Retail Managing Director and LVMH Beauty Coordination APAC Catherine Sauvage commented, “With this launch, we celebrate both the resurgence of Incheon Airport and our shared ambition to achieve new milestones together, marking the dawn of a new era — one that embodies liberated femininity, boldness and strength.”
Shinsegae Duty Free Senior Vice President Jung Won Chae added, “Following last year’s success, we are truly delighted to once again present a special space at Incheon International Airport, where travellers from all around the world can experience both Dior and Shinsegae Duty Free in unique and memorable ways.
“This occasion is all the more meaningful as it was made possible through our strong partnership with Dior Beauty, even amidst a challenging market environment. We hope this pop-up will create unforgettable memories for all who visit.”
Miss Dior Essence
Created by Francis Kurkdjian, Miss Dior Essence is a more intense version of the original fragrance and features gourmand accords. It is described as a modern chypre scent blending blackberry, elderberry, jasmine sambac and oak wood notes.
It is presented in a redesigned version of the original Miss Dior bottle, updated with frosted houndstooth engravings and a black grosgrain bow.
Alongside the fragrance launch, the pop-up showcases the Miss Dior Fall 2025 Makeup Collection. Created by Dior Makeup Creative and Image Director Peter Philips, the range features three limited-edition colours – Shocking Pink, Bold Black and Wild Beige – spanning eyes, lips and complexion products. Each line incorporates the graffiti-inspired Miss Dior motif.
The collection takes inspiration from the Dior archives and celebrates independent and contemporary women.
The Diorshow 5 Couleurs eyeshadow line has been extended with collector’s edition pouches and palettes that display the Miss Dior graffiti logo. Each of the powders features a motif paying tribute to the brand’s first luxury ready-to-wear collection from 1967. The palettes include matte, satin and pearlescent finishes.
The Rouge Dior lipstick collection has been redesigned to feature Miss Dior graffiti letters on the lipstick bullet. Three limited-edition shades – 781 Shocking Pink, 720 Icone and 100 Nude Look – are available in a velvet finish. The Dior Addict lipstick line has been revamped to feature refillable, limited-edition, customisable cases.
The brand has also launched a Dior Forever Cushion Case in the three limited-edition shades and featuring a screen print of the Miss Dior graffiti logo. All refills for Dior Forever Hydra Glow Cushion, Dior Forever Skin Glow Cushion and Dior Forever Cushion can be clipped into these cases.
Philips commented, “The powerful, chic and subversive collection is available in three statement looks: vibrant energetic pink; luminous, engaging black; and contemporary beige.” ✈
