Benefit Cosmetics has become the first makeup brand to open a pop-up store at the North satellite concourse in Hong Kong International Airport (HKIA).

The shop opened on May 16, 2013, and will be open through mid-August.

“Benefit is a brand which is always thinking out of the box and looking to expand our business in an innovative way,” said Edward Forrest, regional Asia Pacific director, Benefit Cosmetics.

He continued, “With HKIA being one of the best airports in the world, and with its strong portfolio of top brands, we are delighted to open our first pop-up store at its North satellite concourse, and to bring our famous beauty tips and tricks and on-the-spot ‘make-uppers’ to all passengers. This pop-up opportunity gives us a chance to increase our brand awareness amongst travelers.”