June 11 2018  |  Retailers

The Shilla Duty Free set to celebrate grand opening of spectacular new Beauty&You retail concept

By Mary Jane Pittilla

The Shilla Duty Free, one of the world’s leading travel retail companies, will celebrate the grand opening of its stores at Hong Kong International Airport (HKIA) following a successful six-month soft launch period.


A store rendering of The Shilla Duty Free Hong Kong’s soon-to-open Beauty&You experiential retail concept

Expected to take place on June 28, 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 seeks to deliver a comprehensive beauty retail experience and be at the forefront of the experiential retail trends.

‘Beauty’ and ‘You’ together represent beauty tailored to each individual consumer and the infinite combinations of a multitude of brands,” the company said.

Designed to demonstrate that beauty retail can be associated with fashion and accessories, this retail concept provides room for all definitions of beauty, it added.


The Shilla Duty Free will offer 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 such as The History of Whoo, su:m37o, THREE, ReFa; image-maker Nars; Italian crafted luxury leather goods labels and accessory brands Bresciani, Maglia Francesco, and Victrix; as well as fashion accessory brands such as Alexander McQueen and Didier Dubot.

More than 60 new brands will join the extensive brand selection in a bid to offer an innovative and enjoyable shopping experience for travelers, The Shilla said.

Seeking to show how modern, travel-savvy customers shop, the new Shilla Duty Free stores 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 engage customers interactively via immersive experience spaces.

They include Elements – an area dedicated to men’s 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.

Following the recent initiation of the Hong Kong International Airport perfumes and cosmetics/fashion accessories operation, The Shilla Duty Free is the first travel retailer to operate the beauty category in three major hub airports in East Asia: Seoul Incheon, Singapore Changi, and Hong Kong.



The company is using the social media hashtags: #BeautyAndYou, #ShillaDutyFree, #ShillaHK, #HKAirport, and #BeautifulYOU.

Brand News

January 23 2019

Molton Brown unveils bespoke gift…

British luxury brand Molton Brown has unveiled a new packaging initiative aimed at attracting Chinese customers in the lead-up…

By Jas Ryat

January 23 2019

Leonidas celebrates the gift of…

Belgian brand Leonidas Maitre Chocolatier has created a collection of chocolate confectionery for Valentine’s Day, wrapped…

By Mary Jane Pittilla

January 22 2019

Pernod Ricard Global Travel Retail…

Pernod Ricard Global Travel Retail has appointed Craig Johnson as its new Vice President Marketing

By Jas Ryat

January 21 2019

Travel retail drives record growth…

Halewood Wines & Spirits saw operating profit grow by 319% to £13.4 million (US$17.1m) in the year ending June 30, 2018

By Mary Jane Pittilla

January 21 2019

Kiehl's illustrates Chinese New…

Kiehl’s Travel Retail Asia Pacific has announced its collaboration with world-renowned illustrator…

By Mary Jane Pittilla

January 17 2019

Armani cracks the Code Absolu with…

Armani Code has unveiled a new fragrance: Armani Code Absolu

By Mary Jane Pittilla

January 17 2019

Clinique customizes skincare with…

Clinique has introduced Clinique iD, the beauty brand’s first custom-blend hydration system made for both skin type and skin…

By Hibah Noor

January 16 2019

Coty to unveil Miu Miu fragrance…

Coty is set to launch the second fragrance from Prada-owned fashion brand Miu Miu, called Twist, containing a blend of classic…

By Mary Jane Pittilla

January 16 2019

Molton Brown to boost fragrance…

British luxury brand Molton Brown has unveiled plans to extend its prestige fragrance offer in 2019

By Jas Ryat

Copyright 2019 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap