The Shilla Duty Free is incentivising shoppers to spend at its Beauty&You shops at  Hong Kong International Airport (HKIA) this summer as the concept prepares to celebrate its first anniversary.

To mark ‘a very intensive’ 12-month period period, the travel retailer will roll out anniversary special offers, pop-ups and retailtainment activities.

Celebrations will reach a crescendo on 30 July, when brand ambassador and Korean K-pop group Red Velvet is due to perform an exclusive show for fans and travellers at HKIA.

Beginning 28 June – the official birthday of Beauty&You – curated zones at the East Hall South and East Hall North will turn into three dedicated retailtainment areas: Live Make Up Shows, Perfume playground and M.I.A: Men in Action.

CURATED PROGRAMME

Live Make Up Shows (28 June – 11 August) will feature interactive demonstrations of the latest summer trends. MAC, Make Up For Ever, Yves Saint Laurent, L’Oréal Paris and Estée Lauder will be present, with passengers able to benefit from consultations, complimentary gifts, exclusive offers and a spread of products.

Perfume Playground (28 June – 28 July) will showcase seasonal fragrances from Diptyque and Chopard at the transformed curated zone in the East Hall South store.

Diptyque will hold fragrance layering demonstrations, while Chopard will offer one-on-one consultations. Meanwhile, travellers will be treated to a magic performance from Hermès perfumes before stepping foot inside the store.

A Beauty&You Anniversary Pop-Up (25 July – 21 August) will be installed, including a specially developed Beauty&You DIY Mobile Sticker Photo Booth for personalised WhatsApp stickers.

Customers will receive mini travel gifts from the most popular beauty and fashion brands and can enjoy exclusive weekly offers at the Beauty Bar from Yves Saint Laurent, Sulwhasoo, Marc Jacobs Fragrances and Ray-Ban. At the Beauty Party Corner, customers can end their shopping journeys with sweet and scrumptious treats.

Additionally, special offers and promotions (28 June – 15 August) will be available to customers. Those spending over HK$2,000 ($256) at Beauty&You stores will be entitled to a Beauty&You Power Bank.

Meanwhile, Beauty&You has partnered with HKIA to hold a ‘First Anniversary Celebration’ online promotion at HKairportshop.com

Online purchases of more than HK$1,000 ($128) during a specific window (1 July – 14 July) will receive an instant HK$200 discount. They will also receive a Red Velvet souvenir and skincare trial kit, plus a chance to win two VIP tickets to the Red Velvet x Beauty&You Anniversary Celebration on 30 July.

Other anniversary sets and gifts with purchase will be available from Clinique, Estée lauder, Kiehl’s, Lancôme, Nars, Shiseido, SK-II and The History of Whoo, with more to follow.