Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Shilla completes multi-million dollar Changi store
By Doug Newhouse |
The Shilla Duty Free Singapore formally unveiled the completed multi-million dollar dual-level duplex beauty store in Changi Airport Terminal 3 yesterday, a year after the ground level opened last year.
The leading South Korean retailer says that its ‘Shilla Beauty Loft’ is the first duty free luxury beauty and spa concept of its kind, featuring famous brands and beauty services from Chanel, Dior, La Prairie, and SK-II.
The first phase opening of the store last year was part of Shilla’s Perfume & Cosmetics contract, which began last year throughout the airport, although the T3 outlet was always intended to be the flagship focus. Currently, Shilla operates 19 Cosmetics and Perfumes stores across Singapore Changi Airport’s three terminals
(Fourth from left) Mr Yoon Jae Woong, Counselor for Press and Culture, Korean Embassy; Ms Niki Yuri Na, La Prairie, General Manager, Travel Retail Asia; Mr Yamada Atsushi, Sales Director of SK-II; Mr Jason Cha, Senior Executive Vice President of The Shilla Duty Free; Ms Lim Peck Hoon, Executive Vice President, Commercial Concessions, Changi Airport Group; and Mr. Victor Sain-Pere, Dior Area Manager, Southeast Asia.
In a statement today, the company said: “In line with its efforts to elevate the travel retail experience to more than just duty free shopping, The Shilla Duty Free has unveiled the new Shilla Beauty Loft, situated on the mezzanine level of their Terminal 3 Departure Central store.
“The newly opened mezzanine level presents a highly selective, prestigious suite of exclusive beauty facilities and services that vastly enhance and elevate the quality of customers’ shopping experience.”
A quick view of the Dior beauty area.
Jason Cha, Senior Executive Vice-President at The Shilla Duty Free said the new offering combines ‘impeccable products and services’ with an intimate environment to actively engage customers for a memorable and well-rounded shopping experience.
He said: “It also serves as an excellent platform for exclusive and differentiated services that resonate strongly with customers who desire more sophisticated treatments. Together with our multi-brand beauty store on the first level, we create the best of both worlds in shopping as we strategically align our products and services to different profiles of international travellers,” he said.
La Prairie is famous for its skincare treatments.
Ms Lim Peck Hoon, Executive Vice President, Commercial Concessions of Changi Airport Group added: “The opening of another world’s first travel retail concept at Changi Airport is a testament to our commitment to continually enhance our retail offerings by introducing new, unique retail experiences to our international travellers.
SK-II is a tremendously popular brand in Asia in particular.
“Beauty is a core retail category for Changi, and we are extremely delighted to work with The Shilla Duty Free to realise our vision of a transformed and exciting retail landscape.
“Besides the attractive pricing, we are confident that with the unique beauty services offered in the duplex, Changi Airport is in a good position to retain its competitive edge as a travel retail destination for the world’s shoppers.”
Access to the second level beauty services will doubtless be via the ‘Changi Stairway To Heaven’ for many travellers.
THE SK-II OFFER: This is SK-II’s first-ever airport lounge concept and the company says that travellers seeking a quick skin fix before boarding can choose from a variety of express 15-minute skincare boosts, while those with longer layovers can opt for more indulgent treatments up to an hour long that revitalise the skin, while relieving anxiety and jetlag. The SK-II PITERA Lounge treatments feature SK-II’s ‘iconic miracle water’, Facial Treatment Essence and its specially trained therapists are said to employ various massage techniques to ensure maximum penetration of the miracle ingredient, Pitera™.
THE DIOR OFFER: According to the company, the Dior Beauty House is designed to be a sophisticated and personalised shopping experience for customers to be introduced to the company’s fragrance artistry and its best makeup and skincare services. This includes Dior La Collection Privée, the most exquisite range of the House of Dior with 12 exclusive scents for men and women. In addition, Signature Fragrance Consultation led by specially trained Fragrance Specialists will give customers the opportunity to explore their fragrance preferences and customise a signature scent. Other exclusive services include specialised makeup and skincare consultations using Dior’s skin analyser, as well as express facials, hand massages. There will also be pre-flight flash makeovers at makeup counters inspired by the backstage stations of Dior Couture runway shows. The company promises that customers can also anticipate rare previews of exclusive Dior collectibles like L’Or de Vie La Cure Millésime 2014 and other limited editions. The Dior Beauty House will offer the following: Fragrance consultation, 10 to 30 minutes; Flash makeup services, 10 minutes; Dior Beauty Secrets facial service, 15 minutes; Hand massage, 15 minutes; and Skincare and makeup consultation, 15 minutes. Dior services will be open to walk-in customers.
THE LA PRAIRIE OFFER: This new concept is described as ‘a major milestone for the brand’ as it realises the vision of establishing its first global high-luxury presence in an airport. A wide array of pampering skincare rituals under the La Prairie Art of Perfection treatments will be available to rejuvenate, lift and brighten travellers’ skin before they embark on a new journey. Using only top-line, signature products in its range of facial treatments, each ritual begins with the routine of gentle cleansing, mask application, facial massage, foundation application and ends with a pleasant spritz of La Prairie’s fragrance. Services offered include: Platinum Forever facial treatment, 5 to 20 minutes; Legendary Caviar facial treatment, 5 to 20 minutes; White Magic facial treatment, 5 to 20 minutes; Glow with Gold facial treatment, 5 to 20 minutes; Personalised skincare ritual, 5 to 20 minutes; and Complexion Perfection makeover, 5 to 20 minutes. La Prairie services are available by invitation only and terms and conditions apply.
THE CHANEL OFFER: Chanel describes its first exclusive beauty lounge at Singapore’s Changi Airport as ‘a luxurious respite from the hectic cycle of travel’. The company says its space is fluid, contiguous and wholly private, housing areas designed for a plethora of beauty experiences. It is hosted by a concierge and clients can choose from a menu of skincare, makeup and fragrance services tailored for the traveller. Access to the CHANEL Beauty Lounge is strictly by invitation only.
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