cdf Beauty blends culture and charity with anniversary campaign

cdf Beauty, a duty-free beauty retailer under China Duty Free Group, is celebrating its seventh anniversary by deepening community ties through retail innovation and corporate social responsibility.

Done in collaboration with marketing agency eDescartes, the "cdf beauty '7th anniversary • Taste of Hong Kong'" (cdf beauty「7週年•陪你賞味香港」) campaign runs until 14 September at Citygate Outlets.

Targeting tourists, local citizens, pet lovers and beauty lovers, the campaign aims to integrate culture and beauty while fostering community care, spreading love, and promoting social inclusivity.

On the cultural retail front, the campaign features a full store takeover with nostalgic Hong Kong art installations by cross-media local artist Maysum. Her work captures the nostalgia of Hong Kong's streets, from neon lights to the playful "store cat manager," transforming the modern flagship store into a living cultural canvas.

The display of the cdf Beauty flagship store has also received a comprehensive upgrade, multiple popup stalls such as ‘CDF Bing Sutt’(中免冰室) and ‘CDF Bing Sutt’ (中免冰室), ‘CDF Tuck Store’ (中免士多) with local sentiment are set up, reimagining classic Hong Kong landmarks such as Victoria Harbour and the iconic tram through the lens of modern artistic aesthetics.

To embrace the anniversary's animal care theme, a special "Cute pets spotlight" photo spot has been designed for pets and pet lovers. Maysum also incorporates various local store “Cat managers”, inviting customers to slow down and discover these hidden feline figures throughout the store.

To add a charitable element, cdf Beauty has partnered with My Little Coffee, a local roaster whose coffee bean products are packaged by deaf baristas and employees with special care needs. Together, they have created the "Taste of Hong Kong" drip bag coffee, featuring seven unique local coffee flavours.

Additionally, to give back to the community, all campaign proceeds go directly to the local stray animal rescue organisation “Taipo People Taipo Cat”.

Dora Hung, general manager of CDF Hong Kong Downtown Duty Free Shop, said: “For cdf Beauty seventh anniversary, we are proud to transform our flagship store into an immersive cultural journey that celebrates Hong Kong’s heritage. This campaign proves that travel retail can go beyond shopping to drive both cultural appreciation and positive social impact through our wonderful charity partners."

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