The Shilla Duty Free preps for grand opening of its beauty stores at Hong Kong International Airport

The Shilla Duty Free preps for grand opening of its beauty stores at Hong Kong International Airport

The Shilla Duty Free, one of the world’s leading travel retail companies, will celebrate the Grand Opening of its retail stores at Hong Kong International Airport (HKIA) following a successful six-month soft launch period. Expected to take place on Thursday 28 June, the opening event features the unveiling of the full Beauty&You concept, and a spectacular K-pop celebrity guest line-up to commemorate this special occasion.

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 consumer and the infinite combinations of a multitude of brands. 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. The Shilla Duty Free will be bringing a list of premium brands new to Hong Kong International Airport, 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 the extensive brand selection in offering an innovative and enjoyable shopping experience for travellers.

Representing how modern, travel-savvy customers shop, the new retail stores of the Shilla Duty Free 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 customers 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 featured themes and trendy looks merge into one showcase with perfume, cosmetics and fashion products for our customers to enjoy.

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