The Shilla Duty Free has pledged “brand new kinds of customer experience that the airport has never seen before” at its new Incheon International Terminal 2 perfumes & cosmetics stores.
T2 opened on 18 January. The Shilla Duty Free was awarded the terminal’s perfumes & cosmetics contract after an open tender in 2017.
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The travel retailer offered KW100 billion (US$87.9 million) in first-year guarantees for the five-year contract, which covers six stores and 2,105sq m of space.
Shilla said that the T2 stores will offer “the best beauty experience in Incheon”. The overall retail concept will major on two key themes – “interactive” and “experience”.
Seven interactive experience zones will enhance brand identity through promotional campaigns and product demonstrations.
Customer interactive elements will include a ‘Digital Beauty Bar’, powered by what Shilla described as “cutting-edge display and information & communication technology”. It will provide a combination of information services, in-store promotions and virtual make-up previews, using a “gigantic” LED screen and interactive kiosk.
Around 110 cosmetics & perfume brands, Korean and international, will be on offer. Chanel, Dior, Lancôme, Estée Lauder, SK-II and Sulwhasoo will each have flagship stores within an area of approximately 360sq m. The flagships are three times larger than the brands’ existing shops at the airport, Shilla said. Each has been independently conceptualised and designed by the respective beauty houses to create unique brand experiences. Key aspects of each offer are as follows:
Chanel: “Brand new skincare experience”, featuring in-store product demonstrations and new product awareness using VR technology.
Dior: Professional make-up artist’s product recommendations and demonstrations; Digital beauty tool including skin type analyser and lip test tablet.
Lancôme: Virtual make-up mirror to showcase popular items and new arrivals; Digital screen covering entire store interior for video demonstrations.
Estée Lauder: In-store engraving for various products, including fragrances and lipsticks.
SK-II: Skin type analysis for personal counselling and product recommendation.
Sulwhasoo: Hands & eyes massages; skin analysis and related product recommendation service with in-store moisture-measuring device.
The offer will not just be about established brands. The Shilla Duty Free is also promising nine brand newcomers. Five are Korean – Primera, Too Cool for School, Cell Fusion C and Atopalm – and four imported – Caudalie, Foreo, Santa Maria Novella, Acqua di Parma and Atelier Cologne.