House 99 by David Beckham, the global men’s grooming and skincare brand, has launched their first-ever Pop-up Store in Asia, in collaboration with Beauty&You – the new experiential retail concept by The Shilla Duty Free in the Hong Kong International Airport (HKIA).
Following the brand’s HKIA debut in June, the barbershop-inspired concept – fronted by one of the most recognisable fashion icons in the world – has transformed the Curated Zone at Beauty&You’s largest outlet with an engaging, multi-dimensional brand showcase. Highlighting its signature product range together with unique grooming experiences, the Pop-up is designed to attract customers by showcasing Beckham’s personal styling rituals.
Separated into four interactive zones, the Pop-up Store offers customers the opportunity to simulate looks in a magic photo booth, share personal styling experiences with friends and family through House 99’s postcard mailing service, create a new look and receive exclusive grooming tips from expert stylists. Upon purchases of HKD 599 or over, customers can also unlock a mystery gift*.
On Friday, 17th August, the brand held a toasting ceremony at Beauty&You to unveil the Pop-up concept. The lively event was attended by a host of VIPs, including House 99 brand representatives, as well as senior management from Shilla Travel Retail Hong Kong and Airport Authority Hong Kong. Among the evening’s guests included influential Chinese KOLs: 萌叔小熊貓, Ethan-007, Danso 旦 and 袁俊川Aska. Chinese celebrity stylist, Val Lin (林蔚巍) was invited as a special guest to share his own hair and beard grooming experience; each KOL also had the exclusive opportunity of being personally styled by Val.
Four influencers attended the launch and experienced the activities in the four interactive zones, including a styling session with Chinese celebrity stylist, Val Lin.
Capitalising on the star power of these online influencers, the KOLs conducted live-stream sessions to share personal anecdotes on grooming successes, as well as their experiences within the stylish House 99 Pop-up. They interviewed Val on brand new hair styles and grooming suggestions, and provided an insider guide on the four interactive zones based on their first-hand experiences. The event was broadcasted live on the KOL’s social platforms, while they also sent lucky fans postcards, Polaroid pictures and gave away House 99 products over the course of the live-streaming session.
The House 99 Pop-up Store is located at Beauty&You’s East Hall South store (Restricted Area Departures, Level 6, near Gate 1) from now until 9th September 2018. The products are also available for purchase at designated Beauty&You stores after the Pop-up period.
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