Hysan Place celebrates self-love with new campaign

Hong Kong mall Hysan Place is presenting "Threads of Beauty" this April, a campaign dedicated to celebrating self-love. This initiative will feature pop-up stores and a curated selection from a diverse range of brands.

Featuring two pop-up experiences from beauty brand Charlotte Tilbury and the innovative vegan beauty line WOKE UP LIKE THIS (WULT), this campaign also offers a curated selection of premium products from Aesop, BEYORG, Burberry Beauty, Chloé, DFS, L'artisan Parfumeur, and Slowood. Following the introduction of new beauty brands last year, Hysan Place now presents an array of products to inspire indulgent pampering from head to toe.

Running from 4 April until 16 April, the exclusive Pillow Talk "House of love" pop-up features the new Pillow Talk Beauty Soulmates collection. This collection includes the Pillow Talk Beauty Soulmates Palettes for a love-blushed glow and the irresistible Pillow Talk Love Effect lipsticks in the MATTE REVOLUTION and K.I.S.S.I.N.G formulas.

At the pop-up, visitors can immerse themselves in the allure of these signature products, capture romantic photos, and complete fun tasks for a chance to win fabulous rewards from CHARLOTTE TILBURY. Additionally, guests can indulge in a 90-minute beauty masterclass with TEAM TILBURY to learn how to create their perfect look.

Created by Hong Kong beauty content creators Jenn Lam (PumpkinJenn) and Tawnia Lai (babygirlo), WULT – Woke Up Like This aims to bring confidence and cruelty-free beauty to all through cosmetics and innovative vegan skincare that combines function, performance, and fun.

Available until 30 November, the WULT pop-up store blends nostalgia with cutting-edge vegan beauty, where visitors can discover WULT's comprehensive lineup of makeup crafted with natural ingredients.

At this inviting pop-up, visitors can also capture Instagram-worthy moments in the retro-themed area. Furthermore, the MIX & MATCH Mini Charms experience can let consumers create personalised mini makeup and skincare accessories with over 25 options. Additionally, the Nostalgic Beauty Room features evolving themes that kick off with a premium Korean colour analysis at an introductory price.

Situated on the first floor of Hysan Place, the Aesop store evokes a 1970s lounge pit, where serpentine shapes in airy shades of green contrast with the stained timber that wraps the interior in vast swathes of warmth. This comes upon the launch of Aesop's new Eleos Nourishing Body Cleanser.

Enamor, the makeup brand founded by makeup artist and YouTuber KAJIERI, who boasts over 420,000 subscribers, has officially launched at @cosme STORE this March. The Lee Theatre branch will be the first to showcase Enamor's blush products, available from late April to early May.

MARKETING-INTERACTIVE has reached out to Hysan Place for more information.

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