Beauty&You pricing bonanza is year-round initiative, says Shilla Duty Free

By Luke Barras-hill |


Super Price of the Month is billed as a monthly strategic campaign for The Shilla Duty Free.

The Shilla Duty Free has launched the ‘Super Price of the Month’ campaign offering tempting savings on beauty products.

Hosted at Shilla’s Beauty&You stores at Hong Kong International Airport (HKIA) and on, the promotion offers customers up to 30% off prices on a wide range of products and exclusive travel sets from the likes of Estée Lauder, Lancôme, SK-II, Sulwhasoo, Kiehl’s, Shiseido and Clarins.

Super Price of the Month has been established to create an ‘all-inclusive 360 shopping journey for Beauty&You customers’ by attracting attention, generating in-store footfall and stimulating spending.


Supporting the promotion are extensive advertising programmes across pre-departure, in-terminal and instore.

Strong visual cues accompany digital tools such as Beauty&You’s social media platforms, influencer marketing and joint partnerships with payment providers such as Alipay and WeChat.


A curated zone at Beauty&You HKIA displays an assortment of best-selling products. This ties in with the promotion, which allows customers to take advantage of savings of up to 30% on more than 30 skincare, makeup, perfume and exclusive travel sets.

“We are pleased to introduce Super Price of the Month as a strategic year-round initiative at all Beauty&You stores exclusively at HKIA, in order to increase footfall and conversion during both peak and low travel seasons,” said Changha Shin, Managing Director, Shilla Travel Retail Hong Kong.

“Offering attractive savings for our best-selling products and travel exclusives on a monthly basis, we will regularly review and compare retail prices with the market to customise offers for the diverse, discerning and informed passengers and customers at HKIA, one of the largest airports in the world.”


Separately, The Shilla Duty Free has partnered with cosmetics brand Make Up For Ever to introduce the Pro Finish Duo (S$97), which contains a pair of multi-use compact foundation featuring the brand’s popular shade, #113 Neutral Porcelain.

Available as a global exclusive set with The Shilla Duty Free only at its stores in Korea, Singapore (including on iShopChangi) and Hong Kong for a limited time, Make Up For Ever Pro Finish Duo can be applied as a foundation or setting powder for on-the-go application or touch-ups during the day.

“Make Up For Ever is excited to unveil our first Shilla Duty Free Global Exclusive TREX, featuring one of our best-selling products, Pro Finish Multi-Use Powder Foundation,” said Cheryl Yeow, Brand General Manager of Make Up For Ever Travel Retail Asia Pacific.

“We look forward to a successful launch and to strengthen our partnership with The Shilla Duty Free with more brand collaborations in the future.”

Young Hoon Kim, Executive Vice President, The Shilla Duty Free added: “It is our pleasure to collaborate with Make Up For Ever to introduce the Pro Finish Duo travel exclusive set.

“Make Up For Ever is known for its innovative products and time-tested formulas, and this matches our desire in bringing quality and unique beauty offerings to our beloved customers.

“We hope to elevate our customers’ travel experiences with this versatile duo set that allows them to create star-worthy looks during their travels.”


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