The Shilla Duty Free • Beauty&You
The two main Beauty&You stores take up 70% of space devoted to the P&C and accessories sectors at the airport
Airport Authority’s decision to consolidate beauty and accessories meant creating six stores from 11, and offered it the chance to bring new brands into the airport by freeing up shopping space elsewhere. It also meant that the two main Shilla stores now represent around 70% of total square footage for the two categories. The South and North stores have become the vehicles to reveal the company’s key retail messages at HKIA and its core selling proposition.
At 14,000sq ft and 12,000sq ft, the stores are deep. Will consumers make their way throughout each? The strong brand offer at the rear of the stores gives Shilla the chance to make this happen, though some suppliers are concerned about potential footfall. Time will tell. There are clear positives too though. The retailer can manage stock better with a higher concentration of business in fewer stores, duplication of staff is reduced and the shopper of course can find multiple categories under one roof.
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View from the brands
Shiseido Travel Retail Asia Pacific General Manager Kenji Calméjane: “The Beauty&You concept presents an exciting opportunity for Shiseido Travel Retail, as The Shilla Duty Free and Airport Authority Hong Kong have melded a tremendous assortment of prestige and luxury brands into an innovative multi-category environment. Crucially, technology and digital is woven into the fabric of the retail experience. The stores are in tune with the demands of the next generation of consumers and we are thrilled to be a prominent part of this development across all our brands.
“We look forward to playing a key role in the growth of beauty sales at HKIA, especially in brands such as Shiseido, Clé de Peau Beauté, Dolce&Gabbana and the red-hot NARS. Supporting the Beauty&You strategy to offer shoppers a personalised and immersive experience, we have the NARS Lip Gallery animation with an interactive digital wall taking place and our NARS counter features our new ‘Lips to Style’ lip bar concept. Similarly, our Shiseido counter offers a personalised luggage tag GWP service as well as emphasising digital shareability through a photobooth with Hong Kong-themed filters.
“Shilla Duty Free’s bold initiatives such as the New Generation and Curated Zone sections show the retailer pushing boundaries. In general, Beauty&You sets a fantastic benchmark of a consumer-focused concept and a strong signpost for the future of the travel retail shopping experience.”
The Moodie Davitt Report • The Online Magazine • October 2018