Estée Lauder, Jo Malone and MAC star in Incheon pop-up with Shinsegae Duty Free

SOUTH KOREA. The Estée Lauder Companies has joined forces with Shinsegae Duty Free to unveil a high-profile pop-up at Incheon International Airport Terminal 2, spotlighting three of the US beauty powerhouse’s flagship brands.

Located in the West Wing of the Shinsegae Zone, the immersive beauty showcase brings together Estée Lauder, Jo Malone London and MAC, offering a one-stop shopping experience across skincare, fragrance and makeup.

The activation, which runs until 24 July, supports the brands’ strategic growth in one of Asia’s most important travel hubs and underscores the rising demand for experiential marketing in the duty-free space, the retailer noted.

This trend reflects beauty brands’ focus on creating personalised, impactful moments that resonate with travellers, Shinsegae Duty Free added.

The 92sq m space is strategically positioned near other beauty stores to create a fluid shopping journey, from exploration and trial to purchase. An interactive design enhances engagement, with each brand delivering a customised experience tailored to traveller preferences.

A standout feature is the launch of Estée Lauder’s latest innovation, the high-performance Re-Nutriv Ultimate Diamond Age Reversal Eye Crème.

Developed using revolutionary SIRTIVITY-LP technology, this innovation is backed by more than 15 years of pioneering longevity science research.

The beauty experience features bespoke skincare consultations, expert esthetician-led massages and a personalised iris art experience.

Jo Malone London’s extensive product selection is on show, including colognes, bath and body, and home collections.

Travellers are invited to enjoy a personalised experience, with expert stylists offering guidance in scent layering and signature scent consultations to uncover their ideal fragrance.

The brand enhances its gifting service under the ‘Just Because’ campaign with a limited-edition gift box and exclusive photo zones.

The MAC pop-up highlights the debut of the ‘Get Ready with MAC’ campaign in Korean travel retail, featuring an array of beauty services, from light touch-ups to full makeovers by professional makeup artists.

Hero products such as the Maximal Lipstick and Glow Play Lightful C3 Tone-up Primer are featured prominently, allowing customers to sample them in an immersive and visually dynamic space, which captures the brand’s bold and creative identity.

To complete the brand experience, the space offers exclusive gifts such as a travel-inspired name tag keyring for guests who join one-on-one consultations or complete the ‘Boarding Pass Stamp Tour’ mission.

The MAC pop-up grand opening will be celebrated with live performances, including a runway-inspired model walk and makeup show, running from today until 8 June.

These events celebrate MAC’s artistry through live face-painting and editorial makeup demonstrations, spotlighting Korea’s top makeup artists and reinforcing the brand’s global influence.

A ribbon-cutting ceremony will be held on 11 June to celebrate the grand opening of The Estée Lauder Companies pop-up, with senior leadership from Estée Lauder Travel Retail, Shinsegae Duty Free and Incheon International Airport in attendance. Among the distinguished guests will be Incheon International Airport Corporation Head of Operations Chang-Kyu Kim and Shinsegae Duty Free Executive Vice President Jung-Wook Lee.

A Shinsegae Duty Free spokesperson said: “This pop-up brings together three of Estée Lauder Companies’ most iconic brands in one space. From high-performance skincare to artisanal fragrances and on-trend makeup, we’re proud to offer travellers a world-class beauty experience that meets every need, all in one place.”