THE WHAT? Chanel has launched an online pop-up store in Hong Kong, which will feature beauty items such as make-up, skincare and fragrance. 

THE DETAILS The new platform, which has launched just in time for Mother’s Day, will debut new product launches and limited online exclusives, while also offering a free gift-wrapping service. 

The site is set to run until the end of the year. 

THE WHY? As many retail stores remain shuttered due to COVID-19, Chanel’s pioneering move into online pop-ups is a new diversification strategy as players within the beauty industry look at ways to offset severe losses from in-store sales, with e-commerce being a key approach.