‘Pretty Different’ pop-up for Urban Decay’s Naked Honey Collection

SOUTH KOREA. L’Oréal Travel Retail Asia Pacific and Lotte Duty Free have partnered to launch Urban Decay’s Naked Honey Collection in Seoul. The glamorous pop-up was held in the Lotte Duty Free Star Lounge at its flagship downtown store in Myeong-dong on 11-12 October.

Chinese Singer Jike Junyi: The ambassador for Urban Decay’s ‘pretty different’ beauty mantra

The dazzling pop-up celebrated the launch of Urban Decay’s Naked Honey eyeshadow palette in Asia Pacific. It was attended by over 120 VIPS, media, and KOLs from South Korea and China.


Award-winning Chinese singer Jike Junyi was also in attendance to entertain guests with a very special performance. According to the brand, Junyi fully embodies its ‘Pretty Different’ mantra, and was a fitting guest performer to conclude the evening’s festivities.

‘Spoil me, Honey!’: The pop-up incorporated the eyeshadow palette’s colours into fun and interactive games and experiences
The event with Lotte Duty Free was extremely strategic, targeting and engaging Chinese travellers who are of utmost importance to the brand.”  – Urban Decay Travel Retail Asia Pacific General Manager Petrina Kho

The Lotte Duty Free Star Lounge was transformed into a honey-themed California dream house. It took plenty of design cues from the eyeshadow palette’s warm and golden shades. Following the ‘Spoil me, Honey’ theme, the Lotte Duty Free Star Lounge became an interactive playground full of fun and engaging retail-tainment zones.

A retail-tainment playground: (Left) guests interacted with the digital wall at the ‘dripping honey’ tunnel (right) Jike Junyi tries her hand at the ‘spoiling honey’ game

A Honeycomb dreamhouse: The Naked Honey launch transformed the Lotte Duty Free Star Lounge into a golden dreamhouse

The Naked Honey journey began with a ‘dripping honey’ tunnel. It featured motion detection sensors that allowed guests to interact with the dripping honey on the walls through mapping technologies.

Inside, guests played with a ‘Spoiling Honey’ game, where they had to collect 12 eyeshadow swatches in order to win an All Nighter Setting Spray from Urban Decay. Guests were then invited to try out the Naked Honey eyeshadow palette for themselves, with the help of Urban Decay’s team of professional makeup artists.

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