L’Oréal Travel Retail has taken Armani Beauty’s travelling pop-up store, Armani Box, on a tour around Asia’s top travel retail destinations. It launched at Singapore Changi Airport last September, to be followed by Hong Kong International Airport this month, with a finale planned at Incheon International Airport later in the year.

The Moodie Davitt Report’s Fashion Beauty & Social Media Editor Hannah Tan-Gillies attended the launch event in Singapore on 20 September. She experienced the multi-sensory pop-up first-hand and attended a beauty masterclass from Armani Beauty international face designer Reza Zaimeche. The high-profile event was also attended by local and international KOLs as well as representatives from Armani Beauty, The Shilla Duty Free and Changi Airport. The Moodie Davitt Report was the exclusive trade media partner for the event. 

The Armani Box pop-up offered plenty of opportunities to exhibit the brand’s playful omnichannel approach. It invited travelling customers to engage with a series of interactive games and discover Armani beauty’s most popular products. The experience began in front of the brand’s gorilla mascot, Uri, where guests got a digital beauty passport by scanning a QR code on their phones.