The Shilla Duty Free, one of the world’s leading travel retail companies, has unveiled their new retail stores at Hong Kong International Airport (HKIA) following a successful six-month soft launch period.
The Grand Opening Ceremony featured the unveiling of the full Beauty&You concept store and a spectacular K-celebrity guest line-up to commemorate the special occasion.
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Attended by esteemed VIPs including Shilla’s senior management, representatives of the Airport Authority Hong Kong, brand and business partners, as well as media, the elaborate event began with the official ribbon cutting ceremony at the main East Hall outlet, followed by guided tours introducing the new store experience.
Guests were then invited to attend a special showcase by KPop sensation Highlight, Shilla’s new brand ambassador for 2018-2019. Highlight brought their energy and enthusiasm on stage through a series of performances and interactive games with fans.
“We are very pleased to announce the grand opening of The Shilla Duty Free’s brand-new retail stores at one of the busiest airports in the world,” says Alice Woo, Managing Director of Shilla Travel Retail Hong Kong Limited, “With the highly-anticipated launch of Beauty&You, we hope to redefine the airport retail experience and customer journey with a comprehensive brand profile presented in an interactive and engaging environment. Our aim is to deliver the ultimate shopping experience to a diverse audience in one of the most robust travel markets in the world.”
The Shilla Duty Free’s Beauty&You concept symbolises the brand’s commitment to deliver a comprehensive beauty retail experience and be at the forefront of the experiential retail trend.
‘Beauty’ and ‘You’ together represent beauty tailored to each individual customer and the infinite combinations available through the multitude of brands and experiences. Crafting the notion that beauty retail can surpass the limitations of cosmetics and skincare products and become associated with fashion and accessories, this retail concept gives room for all definitions of beauty.
With around 200 brands on offer, The Shilla Duty Free will also bring a list of premium brands new to HKIA, including David Beckham’s global grooming brand HOUSE 99; the best of Korean and Japanese brands like The History of Whoo, su:m37º , THREE, ReFa; image-maker NARS; Italian crafted luxury leather goods labels and accessory brands Bresciani, Maglia Francesco, Victrix; as well as fashion accessory brands like Alexander McQueen and Didier Dubot, just to name a few.
More than 60 new brands will join our extensive brand selection in offering an innovative and enjoyable shopping experience for customers.
Furthermore, the new concept revolves around curated hospitality on par with the superior product offerings to create a seamless retail experience. Designed to provide “journeys of discovery” for every customer, the engagement zones together with the stores’ professional beauty and fashion advisors, all offer personalized recommendations. Customers will explore a space meant not only for shopping, but also for retailtainment, in discovering their very own beauty preferences.
Representing how modern and travel-savvy customers shop, the new retail stores have
incorporated a blend of branded and non-branded counters, as well as engagement zones where brands and categories come together under a single umbrella. These special lifestyle and themed areas are designed to enhance the retail experience through engaging customer interactively into immersive experience spaces.
They include Elements – an area dedicated to gentlemen-specific products, New Generation – a section showcasing the best of Korean and Japanese cosmetics and
perfume brands, and a dedicated Curated Zone, where Shilla will collaborate with different brands each month to feature themed selections and trendy looks with perfume, cosmetics and fashion products on display. In the grand opening month, Lancôme will be presenting a selection of their best-selling items through their “Pink Time” showcase. SK-II and The History of Whoo will also be featured in the Curated Zone, with different interactive elements in visually striking displays to appeal to customers.
In these engagement zones, The Shilla Duty Free has incorporated the use of digital technology to offer an enhanced shopping experience. Our own Shilla Beauty Selfie makeup app in New Generation invites customers to virtually try on looks from various brands such as Anna Sui, Innisfree, KATE, Etude House, THREE, Ladurée, NARS and Urban Decay. More animated features such as “Get the Look” and “Magic Mirror” are designed to communicate the most updated beauty and fashion trends, promising fun and informative tips.
Other in-store activities during the opening period highlight Shilla’s brand
partners, such as Atelier Cologne’s engraving service, M.A.C.’s interactive ‘selfie’ machine, which allows users to simulate different lip colours and instantly print out photos. Cartier Eyewear and Perfume have also partnered up for the first time to introduce their Panthère range in a stunning display.
All Beauty&You stores offer Arrival Pick-Up services for a hassle-free traveler’s shopping experience. Customers can visit and purchase at any Beauty&You stores before departure and collect the goods at the pick-up counter in the Arrivals Hall store upon their return to Hong Kong International Airport.
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