K-Pop group Red Velvet marks Beauty&You’s first year at HKIA

1 min readUpdated Jun 2, 2025Aug 14, 201911:26 PM

In this article (4)

The Shilla Duty-Free’s 2019 brand ambassador, K-pop group Red Velvet, performed at Hong Kong International Airport to celebrate the first anniversary of travel-retail concept Beauty&You.

The performance coincided with a new pop-up store at the airport, an all-immersive space featuring several experiential zones, including Beauty&You’s DIY Mobile Sticker Photo Booth and weekly exclusive zones by YSL Beauty, Sulwhasoo, Marc Jacobs fragrances, and Ray-Ban.

The Shilla Duty-Free plans to continue in-store activities and promotions throughout the summer.

Beauty&You’s anniversary celebration event, featuring an exclusive performance by K-pop group Red Velvet, was attended by The Shilla Duty-Free’s senior management, representatives of the Airport Authority Hong Kong and brand and business partners.

AdvertisementAdvertise with usMobile 320×100

What this means

The Shilla Duty-Free's deployment of K-Pop group Red Velvet and an immersive pop-up with rotating brand zones represents a strong effort to differentiate Beauty&You in the competitive travel retail space. Unlike previous online marketplace launches by Pinkoi Thailand or Bruno Magli's Hong Kong debut, this strategy combines celebrity endorsement with experiential retail to directly drive airport footfall and immediate purchases. This move pressures rival duty-free operators who rely more on traditional product displays. The primary risk lies in sustaining this high level of engagement without constant celebrity input. The Shilla Duty-Free expects to counter this with ongoing in-store activities and promotions throughout the summer; watch for their impact on repeat customer visits.

Maria Santos

Questions & Answers

What is the purpose of the Red Velvet performance at Hong Kong International Airport?

The K-pop group Red Velvet performed to celebrate the first anniversary of the travel-retail concept Beauty&You. This event also marked The Shilla Duty-Free's 2019 brand ambassador appearance.

What specific features does the new pop-up store at the airport offer to customers?

The pop-up store is an immersive space with experiential zones. These include a DIY Mobile Sticker Photo Booth and weekly exclusive areas hosted by brands like YSL Beauty, Sulwhasoo, Marc Jacobs, and Ray-Ban.

Which organisations and individuals attended the anniversary celebration event?

The event was attended by The Shilla Duty-Free's senior management, representatives from the Airport Authority Hong Kong, and various brand and business partners, alongside the Red Velvet performance.

Reader pulse

Was Red Velvet a smart move for Beauty&You?

18,835 votes so far