With the timely appointment of its new brand ambassadors early this year, The Shilla Duty Free invited Asia’s Prince, Lee Kwang Soo, to Singapore to celebrate the 1st Anniversary of Shilla Beauty Loft. The event also saw the launch of new Travel Ready beauty services in partnership with three luxury beauty powerhouses, Dior, La Prairie and SK-II.
As part of its 1st Anniversary celebrations for the Shilla Beauty Loft, The Shilla Duty Free spared no expense in inviting its brand ambassador, Korean superstar, Lee Kwang Soo, to make an exclusive appearance in Singapore for a closed-door media press conference and a highly-anticipated public autograph session attended by over 500 fans.
By leveraging on Lee Kwang Soo’s immense popularity, The Good Folks secured a total PR value of over $1 million with coverage spread across all traditional and social media platforms including Toggle Singapore, The Straits Times, Lianhe Zaobao, The New Paper, Lianhe Wanbao, Shinmin Daily, TODAY, Yahoo! Singapore, Cleo, Elle, Her World, ICON and Nuyou etc.
In addition, to introduce the Travel Ready beauty services to the media and influencers, The Good Folks also conceptualised and developed a creative media kit that took the form of a travel-sized vanity cabinet. We then packed the vanity cabinets with the most exciting beauty goodies by brands like Dior, La Prairie and SK-II.
In conjunction with the 1st Anniversary of Shilla Beauty Loft, alphabet balloons spelling “Shilla” and specially customised sparklers and push pop confetti were also included to celebrate the brand’s milestone. Following the dissemination of the vanity cabinet, shout-outs about the kit and the Shilla Beauty Loft’s Travel Ready services were posted on various media and influencers’ social media platforms including Nylon, Singapore Tatler, StyleXStyle, @paperkitties, @beautybyrah, @paradeoflove and @syloft etc.