The Shilla Duty Free and Guerlain have launched a pop-up outpost at Changi Airport Terminal 3 to highlight some of the LVMH-owned beauty house’s best-selling fragrance and make-up lines and to celebrate the worldwide premiere of the brand’s new-generation Abeille Royale skincare creams.
Shilla described the outpost as “a never-before-seen three-axis pop-up store” for the brand. Shilla enjoys global travel retail and Asian exclusivity for the Abeille Royale launch.
The Guerlain outpost, adjacent to Shilla’s central T3 cosmetics & perfumes store, is open from 3 July to 6 August, 2019.
Travelling shoppers can discover Guerlain’s Summer Essentials at the pop-up and are invited to complete “three steps of retailtainment” to learn more about Abeille Royale, Rouge G, and Aqua Allegoria. Each customer receives a card to collect three stamps. Upon completion of short experiential activities, they receive “generous surprises”.
The “natural and sensorial universe” of Abeille Royale includes full skin diagnosis, discovering the island of Ouessant through VR technology, tasting the sweetness of honey, and relaxing with complimentary hand massages.
To complete their full beauty routine, customers also indulge in Rouge G’s customisation concept and create their own free personalised ribbon bracelet.
Shoppers can also choose their favourite summer scent from the Aqua Allegoria collection through a personalised fragrance consultation.
“The Shilla Duty Free in Singapore always seeks luxurious, inspiring activations to engage our travellers,” said The Shilla Duty Free Singapore Managing Director Jeff Lee.
“We are very proud to collaborate with Guerlain, a legendary French perfumes and cosmetics house, who has created a unique, eventful outpost to showcase its three axes (fragrance, skincare and make-up) in Changi Airport. The retail activation provided in this pop-up store will appeal to all travellers and invite them on a multi-sensorial journey with high-level customisation possibilities,” he continued.
Changi Airport Group Senior Vice President, Airside Concessions Teo Chew Hoon commented: “Together with the timeless luxury French perfumes and cosmetics house Guerlain and The Shilla Duty Free in Singapore, we are honoured to unveil the worldwide premiere of the new-generation Abeille Royale expert skincare creams.
“Beauty enthusiasts travelling through Changi Airport will be treated to a series of opulent experiences while discovering Guerlain essentials perfect for the summer season,” she continued.
(Source: Moodie Davitt Report)