Parfums Christian Dior paints the town (and DFS) red with Rouge Dior Ultra Rouge launch in Hong Kong

HONG KONG. Parfums Christian Dior marked the launch of its new Rouge Dior Ultra Rouge lipstick range with a spectacular experiential pop-up in T Galleria Beauty by DFS at Causeway Bay, Hong Kong.

Described as “an original lipstick for a new generation”, Ultra Rouge is Dior’s first lipstick that wears like a lip ink while being ultra-comfortable. This hydrating lipstick offers a lightweight formula in highly pigmented colours and a luminous, semi-matte finish that lasts for 12 hours.

Lady in red: The Dior pop-up makes a bold statement at T Galleria Beauty by DFS with the name of the new lipstick – Ultra Rouge – visible even from higher floors.

Enclosed in an elegant case crafted from lacquered red metal, Ultra Rouge is available in Asia Pacific travel retail in 15 colours, including four ‘It’ shades: Ultra Dior, Ultra Love, Ultra Shock and Ultra Star.

Dior Make-up Creative and Image Director Peter Philips commented: “Ultra Rouge adds new magic both to the experience of lipstick and the expression of red. Because the formula acts as an overprint, like an ink tattooing the lips and like an extremely weightless coloured film, it enabled me to develop new, highly saturated and luminous shades. Like a painter with a new colour palette.”

The pop-up, which ran from 25 October to 4 November, paid tribute to Ultra Rouge’s colour codes with lacquered surfaces and splashes of the lipstick’s trademark red across glossy black surfaces. The highly visible space featured make-up studios and a selection of Dior products, interactive digital experiences and exclusive gifting services.

Red-letter day: The lively pop-up was declared officially open by (left to right) DFS Director of Global Beauty Charles-Henry Chenard; Parfums Christian Dior Area Manager Travel Retail Cherrie Chan; Senior Regional Merchandising Manager Lay Leng Tan; Hysan Development Company Director, Marketing & Customer Experience Tiffany Lam; Parfums Christian Dior Director of Travel Retail Asia Leonardo Ferracina; T Galleria by DFS Causeway Bay General Manager Winnie Lai; and DFS Senior Vice President of Beauty Christophe Marque.
Make-up artists from Korea and Hong Kong take to the stage with live demonstrations.

A dedicated team of top make-up artists from Korea and Hong Kong took centre-stage with live make-up demonstrations. Shoppers could also experience Ultra Rouge for themselves by signing up for exclusive make-up services by Dior’s Colour Stylists.

The pop-up also offered a virtual reality Magic Mirror tool which allowed shoppers to try on Dior products with ease. Users could choose from different make-up looks and see the colours instantly applied on their faces in the Magic Mirror.

A Face Studio showcased Dior’s best-selling foundation and face make-up products to complete the Ultra Rouge look. In addition, a Fragrance Bar and a Skincare Bar highlighted the best of Dior perfumes and premium skincare, rounding out the Dior universe.

Shoppers explore the Dior universe led by the brand’s professional Colour Stylists.

Shoppers commemorated their special moments at a photo wall – a striking red brick backdrop that was available exclusively in Hong Kong. They could choose to e-mail these images to themselves or take home a Polaroid souvenir.

Shoppers were also given the opportunity to win Dior gifts by taking part in a digital memory game to match Ultra Rouge cards in 20 seconds.

To add a personal touch to their purchases, customers could personalise their lipsticks at the engraving station and addg a red satin Art of Gifting ribbon.

The Ultra Rouge pop-up brings digital interactivity to the fore with a fun memory game (above) and photo booth (below) for a memorable shopping experience.

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