L’Oréal Travel Retail brings the Armani Box pop-up to Hong Kong International Airport

L’Oréal Travel Retail says that Armani Beauty’s travelling Armani Box pop-up proved a roaring success at Hong Kong International Airport (HKIA). It was the latest stop on Armani Beauty’s grand tour of Asia’s top travel retail destinations.

The official ribbon-cutting event, held on 22 October, was attended by local and international KOLs. Some noteworthy attendees included South Korean Beauty star Pony Makeup and Armani Beauty face designer Reza Zaimeche, who taught an Armani Beauty masterclass.

Representatives from L’Oréal Travel Retail Asia Pacific, The Shilla Duty Free and Hong Kong International Airport were also in attendance for the official opening of the Armani Box pop-up.

‘Red carpet beauty’: The Armani Box pop-up offered plenty of interactive retailtainment features including a virtual makeup zone and a digital screen test

As reported, the Armani Box pop-up series kicked off at Changi Airport last September, with a finale planned at Incheon International Airport later this year, which The Moodie Davitt Report will be on hand to profile.

The Armani Box pop-up at Hong Kong International Airport was split into two booths in the departures area where guests created their own tailormade Armani Beauty experiences. These included a virtual makeup trial zone, an engraving station, a beauty vending machine and a digital screen test where guests took commemorative photos and videos to be shared on social media.

The virtual makeup zone allowed travelling shoppers to virtually try on entire Armani Beauty looks via a custom app available on in-store iPads. The app featured a selfie cam-driven user experience, which allowed its users to navigate Armani Beauty’s entire product assortment.

Armani’s golden gorilla mascot ‘Uri’ also made a red carpet cameo at the Armani Box pop-up
At the digital screentest, guests could choose a theme offering different levels of colour and drama via their cinematic Armani filters and effects

Upon completing their Armani Box experience, guests could claim a prize at the beauty vending machine that offered mini red lipsticks as a reward for completing the different engagement zones. Before leaving, guests customised their purchases through a personalised engraving service and an on-site gift-wrapping service.

Beauty consultants were also on hand to help guests discover Armani Beauty’s makeup essentials and limited-edition products. These included the My Armani-to-Go Cushion, the Power Fabric Foundations, the Lip Maestro lipstick range, and the Armani Si Passione fragrance.

The My Armani To-Go Cushion is a travel-friendly foundation that delivers easy coverage in six different shades. The Power Fabric foundation is a best-selling full-coverage and long lasting foundation that comes in 22 shades, covering a wide range of skin tones.

The Lip Maestro liquid lipstick range features an award-winning pigmented formula that delivers intense color depth without compromising comfort. The Armani Si Passione fragrance offers a fruity-floral take on the classic Si scent.

The Armani Box showcased some of Armani Beauty’s best-selling lines, including the My Armani-to-Go Cushion, the Power Fabric Foundations, the Lip Maestro lipstick range and the Armani Si Passione fragrance

Also exclusively available at the Armani Box pop-up was a version of the Lip Maestro shade in 400 renamed as ‘400G.’ For a limited run, the iconic red lipstick was infused with fine gold flakes for a glazed finish but with the same rich pigmented hue. The Armani Box also offered a limited-edition run of the Lip Maestro line in the golden Lip Magnet ‘dress’ gold ombre packaging.

The Moodie Davitt Report was the exclusive travel retail media present at the Armani Box Hong Kong opening. Check out our exclusive social media coverage below

All images and video by The Moodie Davitt Report Special Correspondent Belle Rodolfo

Going strong on Globuy

As a lead business partner of The Moodie Davitt Report, Armani Beauty’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.



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