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  • Pages
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01 Cover
02 Qatar Advert
03 Sydney Advert
04 ELC
05 Ed Desk
06 Shiseido D&G Advert
07 L'Oreal Si Advert
08 Shiseido Advert
09 Patron Advert
10 Contents
11 King Power Advert
12 Moroccan Oil Advert
13 MM Introduction
14 Shilla Advert
15 Dufry I
16 Chase Advert
17 Dufry II
18 William Grant Advert
19 Dufry III
20 Beluga Advert
21 Dubai
22 Starboard
23 Carnival
24 L'Oreal Paris Advert
25 Shilla Intro
26 Shilla TP 1
27 Shilla TP 2
28 Dr Jart Advert
29 Shilla TP 3
30 Fredric Malle
31 Shilla TP 4
32 Shilla TP 5
33 Eu Yan Sang Advert
34 Shilla TP 6
35 Shilla TP 7
36 Estee Lauder Advert
37 Shilla TP 8
38 Shilla View from the top
39 Shiseido NARS Advert
40 CDF Intro
41 CDF Chen
42 CDF Lagardere
43 CDF TP 1
44 CDF TP 2
45 CDF TP 3
46 CDF TP 4
47 CDF TP 5
48 CDF TP 6
49 CDF TP 7
50 CDF Overview
51 CDF Cruise
52 CDF Top 25
53 Lagardere
54 TFWA
55 Dufry Advert
56 Seva
57 DFS Auckland
58 PMI
59 Safilo
60 M1ndset Advert
61 Foodie Pink Fish
62 Moodie Insights
63 Euroitalia
64 Gerry Munday

The Shilla Duty Free • Beauty&You


Talking Point

Size matters

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