How ghd Used a Pop-Up Store in Hong Kong to Strengthen Brand Awareness in Asia

The UK styling brand ghd has built a strong reputation worldwide for its premium hair tools and professional styling products. As the brand expanded internationally, Hong Kong became an important market for reaching beauty-conscious consumers across Asia.

To strengthen its presence in the region, ghd partnered with the Hong Kong creative agency Catalyst to launch an experiential pop-up store in Central. The temporary retail space allowed the brand to introduce its latest styling collection while creating an immersive brand experience for local shoppers.

Pop-up stores are often used by international brands entering new markets because they allow companies to create visibility and test engagement before investing in permanent retail locations. Many brands explore locations such as pop-up shops in Hong Kong when planning short-term activations in the city.

Expanding Brand Awareness in Hong Kong

Although ghd had already been present in the Hong Kong market for two years, the brand was still relatively new to many local consumers.

Launching a pop-up store provided an opportunity to introduce the brand more directly to shoppers while highlighting its premium positioning in the beauty industry.

The temporary store was located at 26 Lyndhurst Terrace in Central, one of Hong Kong’s busiest retail districts. High pedestrian traffic and proximity to luxury and lifestyle brands made the neighborhood an ideal environment to reach ghd’s target audience.

Brands looking to create similar activations often search for retail locations in areas like Central, where a curated mix of fashion, beauty, and lifestyle brands attracts both local residents and international visitors. Spaces such as pop-up shops in Central, Hong Kong offer strong visibility in this high-end shopping district.

Creating the “Infinite Styling” Pop-Up Experience

The concept behind the pop-up store was “Infinite Styling,” reflecting the idea that ghd products can help customers create looks that transition seamlessly from day to night.

To illustrate this concept visually, Catalyst designed the store across two levels.

The ground floor represented daytime styling, while the upper floor showcased evening looks. This design allowed visitors to experience the versatility of the new ghd collection while exploring different styling possibilities within the space.

Karen Hui, Client Services Director at Catalyst, explained the goal behind the concept:

“We designed the pop-up store to launch the new ghd collection and give our Hong Kong customers the opportunity to discover and get to know the brand.”

The activation allowed visitors to interact directly with the products while experiencing the brand’s aesthetic and styling philosophy.

“We see this as the ideal platform for us to show the brand personality of ghd and give the customers a way to really experience the brand in its full capacity.”

Why Pop-Up Stores Are Effective for Brand Activations

For the agency behind the project, the pop-up format provided creative freedom that traditional retail environments rarely allow.

Karen Hui explains:

“What attracted us to do a pop-up was being able to experiment and do things differently. This allowed us to bring the ghd brand to life in a way that would not have been possible otherwise.”

Temporary retail spaces allow brands and agencies to design immersive environments that reflect a brand’s identity while capturing consumer attention.

“A pop-up store is like a big blank canvas that we can play around with, which makes it a valuable part of our brand activation strategy.”

In addition to engaging consumers, the pop-up store also served as a platform for media and content creation. Journalists and influencers were invited to experience the new collection, helping amplify the launch across social channels and editorial coverage.

Brands planning similar activations often explore flexible pop-up store rental opportunities that allow them to secure retail spaces for short campaigns without long-term commitments.

Choosing the Right Location in Central Hong Kong

Location was a crucial factor in the success of the pop-up store.

Catalyst selected a ground-floor space in Central to maximize visibility and attract passing shoppers.

Karen Hui explains why this was essential:

“Having a ground level store was very important for us to benefit from foot traffic, and the central location allowed us to be in touch with our target audience: glamorous and affluent women that care about their looks.”

Flexibility was another key factor in the decision to use the Storefront platform to secure the location.

“Storefront gave us flexibility where other platforms had minimum commitments of around one month, which was not suitable for this project.”

By securing the space for a short activation period, the brand could launch its campaign efficiently while maintaining full control over the design and experience of the pop-up store.

Temporary Retail as Part of a Global Marketing Strategy

The Hong Kong pop-up store marked an important step in strengthening ghd’s visibility in Asia.

For global brands, temporary retail formats provide an effective way to launch new collections, connect with local audiences, and create memorable brand experiences in international markets.

Pop-up activations also offer valuable insights into customer preferences and shopping behavior in different regions.

Brands exploring international retail opportunities often combine temporary retail with broader marketing campaigns to build awareness quickly while minimizing long-term risk.

Many similar examples can be found among our Hong Kong pop-up retail case studies, where brands have used temporary retail to launch products, test markets, and engage new audiences.