PAUL & JOE Launches Autumn Powder with Cat Hunt Game at New Hong Kong Store
AM730 · 1 SOURCESabout 2 hours ago5 MIN
Summary
PAUL & JOE has launched its 2026 autumn Silky Face Powder (絲滑幻光蜜粉餅) in Hong Kong, featuring a lightweight formula with micro-glitter particles designed to minimize pores and deliver a natural, radiant complexion suitable for daily setting or touch-ups . The French beauty brand has opened its first overseas new concept store at Shop 23, Level 2 of Langham Place in Mong Kok, complete with a cat-finding game where customers who discover seven cat illustrations hidden on the store walls receive a complimentary keychain, available while stocks last . The grand opening promotions run until September 30, 2026, offering tiered spending incentives including limited packaging gift boxes, exclusive makeup bags, and a gashapon game for single purchases of HK$680 or more .
Key Points
- The new Silky Face Powder combines high-refractive index pearl powder with diffuse-reflecting particles to add radiance while softening the appearance of uneven texture and enlarged pores .
- The formula incorporates spherical powder, soft-focus flat particles, and artichoke extract, enhanced with amino acid-coated powder, high-adhesion oils, and oil-absorbing particles for smooth, long-lasting coverage .
- The first 300 customers who photograph the store and share it on Threads, Instagram, or Xiaohongshu receive a keychain pendant and complimentary product samples .
- Spending thresholds include HK$400 for a limited gift box and hair tie, or HK$800 for a Langham Place-exclusive garden makeup bag and experience gift set .
- The store operates daily from 11am to 9pm, and all transactions earn double shopping stamps with electronic coupons for future visits .
Why It Matters
The new concept store marks PAUL & JOE's strategic expansion into Hong Kong's competitive beauty retail market, leveraging interactive experiences to drive foot traffic amid challenging retail conditions . The cat-finding game and gashapon promotion reflect a broader trend among international beauty brands in Hong Kong utilizing gamification to create social media engagement and word-of-mouth marketing among younger consumers .
The new concept store marks PAUL & JOE's strategic expansion into Hong Kong's competitive beauty retail market, leveraging interactive experiences to drive foot traffic amid challenging retail conditions . The cat-finding game and gashapon promotion reflect a broader trend among international beauty brands in Hong Kong utilizing gamification to create social media engagement and word-of-mouth marketing among younger consumers .