Beauty&You launches ‘Shilla Fragrance Journey’ campaign at Hong Kong International Airport

The campaign combines playful monochromatic art installations with curated scent exploration, interactive touchpoints and compelling retail offers.

Apr 25, 2025 - 16:07

Beauty&You launches ‘Shilla Fragrance Journey’ campaign at Hong Kong International Airport

**Beauty&You’s monochromatic art style pop-up campaign merges aesthetic appeal with experiential retail**

HONG KONG, CHINA. Beauty&You by The Shilla Duty Free has unveiled the interactive multi-brand fragrance discovery experience ‘Shilla Fragrance Journey’ at Hong Kong International Airport (HKIA).

Themed around travel and minimalist aesthetics, the campaign – which runs until 2 June – features a distinctive monochromatic art style, 3D installations, special offers and a series of experiential fragrance zones designed to engage travellers.

The takeover showcases hero fragrances from luxury and niche brands such as Byredo, Cartier, L’Artisan Parfumeur, Penhaligon’s, Gucci, Kenzo, Byredo, Burberry, Issey Miyake and Maison Francis Kurkdjian.

**(Above and below) The Luxe Fragrance Wardrobe at East Hall South invites passengers to uncover a variety of scents accompanied by themed blotters and a Fragrance Passport**

The Departures Level 7 East Hall installation offers a visual and sensory experience, complete with photo opportunities.

The campaign continues at East Hall South Level 6 with the Luxe Fragrance Wardrobe, which features playful monochrome designs and travel motifs showcasing a variety of perfumes. The experience is akin to opening a grand wardrobe of scents.

Visitors to the East Hall South activation can also pose for a souvenir picture in a Korean-style Life4Cuts Photo Booth.

**Strike a pose: A Korean-style Life4Cuts Photo Booth adds a playful element to the journey**

**Playful travel motifs such as luggage, globes and hot air balloons feature throughout the animations**

Travellers with a single net purchase of HK$1,500 (including at least one fragrance product) before 20 May will receive a complimentary Fragrance Passport incorporating travel elements from the four countries featured at the animation – the UK, Italy, France and Japan.

At East Hall North Level 6, a Scent Bar offers a more personalised encounter, where fragrance ambassadors help travellers identify their preferred scent profiles using themed blotters across various olfactory families.

In addition, Beauty&You is offering exclusive rewards during the promotional period. Customers who take part in experiences at designated brand counters, including Cartier, Tom Ford and L’Artisan Parfumeur at Beauty&You East Hall South or East Hall North, are entitled to a complimentary gift.

**With dedicated discovery zones throughout the airport, the Shilla Fragrance Journey invites travellers to interact with products in new, engaging ways**

**(Above and below) The Scent Bar offers a bespoke sampling experience where fragrance ambassadors guide travellers through a range of signature and seasonal perfumes**

Travellers also benefit from HK$50 cash coupons valid for transactions with a minimum net spend of HK$500.

Additionally, The Shilla Duty Free is offering discounts of up to -60% on 800 selected items beauty and fashion accessories and further instant discounts based on spending thresholds throughout the promotional period.

Beauty&You by The Shilla Duty Free offers over 200 brands and more than 2,600 fragrance SKUs, positioning it as a key beauty destination at HKIA.