How Fenty Beauty's cinematic pop-up is redefining experiential retail in HK

Rihanna’s Fenty Beauty has unveiled a cinema-inspired pop-up, merging retro glamour with modern beauty in a dazzling tribute to the city’s cultural legacy.

Located at Times Square, Causeway Bay, this concept pop-up is Fenty Beauty's first, incorporating local culture as a design element, opening a new chapter in the brand's retail expansion.  

Centred on the theme "The city of dreams”, Fenty Beauty pays tribute to the golden era of Hong Kong cinema in the 80s and 90s. Through various immersive experiences in this concept store, Fenty Beauty encourages everyone to gain confidence to express themselves through makeup, pursue their passions, and believe that their dreams are within reach. 

“Hong Kong is small but full of big dreamers,” said Antonius Hanegraaf, general manager for APAC and global travel retail at Fenty Beauty during an interview with MARKETING-INTERACTIVE, adding that this pop-up is a love letter to the city’s cinematic heyday - where makeup isn’t just about beauty, but confidence, creativity, and fun.

A cinematic dreamland

"It pays homage to those golden era of Hong Kong cinema, invoking the feeling of nostalgia. When you walk in and the Cantopop music is playing and see the neon. You see a fortune telling machine. You have unique, gifted purchases incorporated in amazing Fenty Beauty storytelling and services. Every store that we launched like this is completely unique and tailored to the city or the area it launches in," he added.

Visitors can explore interactive elements such as a fortune-telling machine, a retro phone booth, and even snag an exclusive “Egg waffle makeup sponge” as a gift-with-purchase - a playful nod to Hong Kong’s street food culture.

Hanegraaf said the number one positive feedback the brand received is references to people’s childhoods, such as the Cantopop music and a unique gift “egg waffle” as well as some throwbacks to Rihanna. 

“If you pick up the phone at the store and you dial the right number, it's Rihanna's birthday. Then Rihanna picks up and sends you a message on the phone. So I think the 'retailtainment' is something that really catches people by surprise, and I think it creates almost like an emotional connection, because it's paying respect to the city they love. It's throwbacks to childhood and memories of growing up,” he added. 

More than just a pop-up

Beyond the glitz, the pop-up store also proliferates the brand’s mantra of “Beauty For All” – celebrating everyone’s unique beauty, values and beliefs. Fenty Beauty has shaken up the beauty world and beyond, starting new conversations about beauty standards and expectations. 

Hanegraaf said it somehow echos Rihanna's vision to break the rules of her brands. “It's like representation for people that might not be represented, accessibility in markets where not every brand is. It's also her best quote is really makeup is just to have fun with it. We shouldn't take it too seriously, not too many rules. Do what inspires you to express yourself. This is a message that really resonates with Gen Z.” 

To better resonate with the young audience, local celebrities such as Will Or, Rachel Leung, Yoyo Tse and film superstar Louis Koo, were invited to the kickoff ceremony of Fenty Beauty CINEMA, witnessing the wonderful crossover of local culture and beauty.   

To encourage Hongkongers to pursue their dreams, Fenty Beauty will host a micro-film competition, providing a platform for aspiring filmmakers in Hong Kong to ignite their ambitions, unleash their creativity, and express their thoughts through short films. 

Why pop-up still matters in the digital era

Under economic uncertainties where marketing budgets are tight, it’s not always easy for brands to launch pop-up stores. However, Hanegraaf believes the time of uncertainty is where a brand can stand out with creativity.  

“I think in times of tight budgets, creativity is where you win with both consumer as well as the intention in the industry. Within our brand, we always feel marketing is typically a budget we touch last because it's also where we connect with the consumer. That's where we tell our story. And we all strongly believe we make amazing products, but if nobody knows about them, it's hard to sell them.” 

In terms of ROI measurement, Hanegraaf said the brand will look into sales components, reach, impressions, the traffic it draws, as well as reviews. “So reviews, ratings, those types of more subjective measurements, are important for us, because if the client loves it, the sales will come so it's a little bit of mix of both.” 

In times of uncertainties, brands tend to gravitate towards online as it's very measurable, and Fenty Beauty is no exception as it positions itself as a digital first brand, with 85% of its consumers being under 30 and the majority of them being Gen Z.  

“So digital spend is a no-brainer for us, I think in today's beauty world, influencers, KOLs are also a big part of the marketing mix that we continuously invest in. I think the part there is big. We try to be very creative about which ones and also go with the unexpected ones. And then I think the third part is why these marketing, retail pop ups and offline activations are so crucial is, I strongly believe, is that's where you really connect with, emotionally, with the consumer.” 

For brands who wish to dish out marketing dollars on pop-up stores, Hanegraaf said marketing is storytelling and selling your story right is key. “You want to be data driven with good insights and good ROI, I think are fundamentals in your story. So it's a little bit about creating a learning environment that is relatively safe within your budget, and once that is successful, use that to open up the budget for a larger implication.” 

“And our pop up is a good example. I'm not opening 20 in one year. I'm opening two, and if those do well, then I think my management will be a lot more convinced to do another 15 in next couple of years, rather than me trying to get budget for 20 in one gum without a proven concept. So it's a little bit about being more creative in your own internal storytelling to make your management feel safer that you're doing the right investment and that if when you're taking a risk, I would say you're failing fast and cheap."

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