The Shilla Duty Free • Beauty&You
A New Generation
Targeted approach: Combining K-Beauty and J-Beauty in a dedicated area
Shilla carefully planned its focus on Korean and Japanese brands under the New Generation branding as a drawcard for younger consumers. But what is also important is that the focus on Korean brands in particular (a natural focus for Shilla) is not over-done.
The company said it was watchful about over-promoting the K-Beauty category, noting that “Korean brands are here to stay but the consumer is more selective than ever”. It also notes the emergence of J-Beauty, about which it has learned much from its experience in the ANA-Shilla-Takashimaya joint venture in downtown Tokyo. Shiseido leads the way here but Kosé, Decorté, Three and other brands are performing above expectations, confirming the category’s emergence as a staple of Asian travel retail.
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View from the brands
Christian Dior statement: “This Summer Dior has partnered with Shilla Travel Retail (HK) for a Miss Dior event at Hong Kong International Airport. Miss Dior is the fragrance Christian Dior cherished and nurtured for a long time before it was revealed. On the interactive digital wall, customers can strike a pose and answer the question ‘And you, what would you do for love?’ They then receive a printed souvenir and share their love declaration on social media. Mirroring the elegance and energy of the Dior catwalk, Dior make-up artists also provide make-up services featuring tailored Dior looks for travellers. In addition, customers can personalise their fragrance and lipstick with the Dior art of engraving service. This Miss Dior event marks the first collaboration between Dior and Shilla at Hong Kong International Airport. Let’s spread the love!”
SK-II Global Travel Retail Regional Sales Director Hansook Lee: “Shilla has elevated the retail environment with the new concept of Beauty&You. It drives more interactive and fun consumer experiences using new technologies and providing broader shopping choices across genders among the categories (P&C and fashion & accessories). What is more amazing is that the new stores look very modern and harmonious even with all different zones and various activities creating great excitement for consumers.”
The Moodie Davitt Report • The Online Magazine • October 2018