The Shilla Duty Free and AmorePacific launch pop-up ‘Beauty Truck’

(Author : Retail in Asia)
The Shilla Duty Free and AmorePacific have introduced a pop-up ‘Beauty Truck’ store to promote the Korean skincare house’s MakeOn brand. The pop-up, which launched on 22 June and will stay open till 19 July, is located outside the travel retailer’s flagship store in downtown Seoul.

The five-tonne Beauty Truck, painted vivid pink, is intended to capture visitor interest as soon as they arrive at the main store. MakeOn is described as a “self-aesthetic device that allows facial cleansing, make-up and massage” at any time and any place.  MakeOn beauty devices offer skincare treatments through energy – combining light, heat, ion and motion. MakeOn’s four top items can be experienced at the pop-up store: Cleansing Enhancer, Skin Light Therapy, Makeup Enhancer and Magnetite Roller. Pop-up store staff provide product support and product explanations in Korean, English and Chinese. All items are available for sale inside the main store.

Pop-up store visitors receive discount coupons and free gifts from MakeOn and AmorePacific, including a -10% discount coupon for MakeOn products a and pink fan featuring the brand’s logo. Free samples of highly popular AmorePacific cosmetics brand Laneige are given to visitors taking and sharing pictures in the MakeOn photo zone. Additional Laneige samples are given to visitors boarding the truck and experiencing MakeOn treatment. Shoppers who visit the MakeOn shop in The Shilla Duty Free Seoul store receive a MakeOn gold pouch. An additional beach bag is given to those who purchase at the shop.

The Shilla Duty Free is airing live social media broadcasts at the pop-up store for Chinese, Southeast Asian and South Korean followers in Chinese, English and Korean. KOLs (Key Opinion Leaders) for each language are visiting the pop-up, and describing their experiences in an effort to generate on-line buzz and word of mouth via social media.

While The Shilla Duty Free has long focused on social media events for Chinese followers, this is the first time that the retailer has aired live broadcasts in other languages. Shilla says it plans to increase social media events and live feeds for Southeast Asian and South Korean consumers following the Beauty Truck initiative.

The company commented: “This brand new concept pop-up store is The Shilla Duty Free’s latest endeavour to provide an unique and differentiated customer experience especially focused on the beauty category. The Shilla Duty Free, the first operator to run the cosmetics & perfume category in all three major hub airports in East Asia [Incheon, Changi and, soon, Hong Kong International -Ed], is eager to offer an unparalleled beauty experience to customers.”

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