Sephora HK celebrates new store with giant installation and flash mob

Beauty retailer Sephora has launched a giant shopping bag installation and a flash mob dance performance outside K11 MUSEA as part of its campaign to promote its new store at the shopping mall. 

Available until 1 July, the “Sephora K11 MUSEA store opening” campaign is done in collaboration with PR agency Flare Communications. It aims to create awareness and drive conversion, particularly for the new store.

A spokesperson from Sephora told MARKETING-INTERACTIVE that the campaign targets Millennials and beauty enthusiasts aged between 18 and 35 interested in high-quality and innovative beauty products. It also seeks to engage Gen Z who are heavily influenced by social media and value authenticity, inclusivity, and sustainability. 

Featuring Sephora’s logo and the words “Now at K11 MUSEA” against the backdrop of Victoria Harbour, the giant shopping bag installation is a strategic choice that strongly represents its identity and playful brand culture, according to the spokesperson. “Despite the challenging economic climate and competitive beauty retail landscape, we aimed to generate substantial public awareness through a bold and impactful statement.” 

This initiative also resonates with the recent trend of brands utilising AI to create oversized product displays in landmarks over the world. Sephora believes that this installation will deliver a unique and memorable customer experience, encouraging visitors to capture and share their moments on social media, thereby amplifying the promotion of its new store opening.

On the opening day of the new store on 13 June, Sephora held a flash mob dance performance featuring the team in front of the installation.

To further engage the audience, Sephora has launched the “Frame it and fame it” initiative, inviting consumers to visit the giant installation and take a photo. By sharing their snapshots on social media, participants can redeem a special gift in-store, which may include full-sized products or discount vouchers.

Sephora has also launched an experiential marketing initiative known as the “Beauty candy bar,” where customers purchasing at the K11 MUSEA store can fill their bags with beauty samples and candies in just 10 seconds. Additionally, the store provided exclusive goodie bags to the first 60 customers who visited on opening day and offered gold tier members the opportunity to earn extra loyalty points as part of its customer relationship management engagement.

Furthermore, the new Sephora store is being promoted on the brand’s Instagram and Threads pages with countdown content designed to build customer anticipation. In addition, over 90 influencers and media partners were invited to take part in the opening event.

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The newest store at K11 MUSEA marks Sephora's second store in Tsim Sha Tsui, reinforcing its commitment to delivering top-tier beauty experiences in Hong Kong. Designed with a focus on skincare and services, the store offers a curated selection of premium skincare products and innovative services for both beauty enthusiasts and beginners seeking personalised care and expert guidance.

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