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The Shilla Duty Free unveils “seamless retail” in Changi T4 beauty outlet

The Shilla Duty Free unveils “seamless retail” in Changi T4 beauty outlet

The Shilla Duty Free has unveiled its 1,375 square meter beauty store in Singapore Changi Airport’s newly-opened Terminal 4.

It is the biggest among all the Shilla Central stores at Changi and is part of the airport’s first integrated duty free zone, which travellers reach after passing through the centralised area for departure immigration.

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The zone also includes DFS Group’s liquor and tobacco outlet, and passengers can make purchases across the two stores in a single transaction.

A number of beauty brands not currently offered at other terminals are available in The Shilla Duty Free’s new store, including Hera, diptyque, Alexander McQueen, Mercedes-Benz, Bentley and Bath & Body Works.

The store features high ceilings and has been designed to be spacious to “allow for more creativity in the designs of the brand counters”, the retailer said. Large digital screens have been incorporated into the walls and pillars, and amplify the key branding messages and promotions.

The layout encompasses four distinct zones, with the aim of making the shopping journey “seamless and uninterrupted”. A vibrant cosmetics zone features at the store’s main entrance, while internationally renowned brands are carried in the skincare zone, The Shilla Duty Free said.

A zone dedicated to introducing travellers to brands known for their artisanal and organic approach to beauty features next. The last zone highlights fragrances, and is intended to “immerse travellers in the romance of perfumery”.

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The Shilla Duty Free Vice President of Global Merchandising Division Raelene Johnson commented: “We are thrilled to present Shilla’s new seamless retail format to travellers. The entire store has been tailored with our shoppers in mind, as we try to understand the consumer psyche and focus on building a great experience for each one of them.

“Whether it is the joy of browsing through the different segmented zones that pique their interest, or discovery of their favourite brands that are not readily available downtown, or the exclusive promotions, we are confident that shoppers will always have a pleasant and enjoyable time at our store.”