Shilla’s Beauty&You concept makes its grand entrance at HKIA today (28 June).

The Shilla Duty Free (Shilla) today launches its eagerly awaited ‘Beauty&You’ concept at Hong Kong International Airport (HKIA).

Shilla has been undertaking a dramatic transformation and renovation of six stores since their soft-opening in December.

An impressive ceremony is understood to be taking place at the Level 6, East Hall South, Terminal 1 Airside, followed by a theatrical K-Pop stars celebration on Level 3, Arrivals Hall at Terminal 2, Landside.

Shilla has pledged an ‘ultimate one-stop shopping destination’ featuring close to 100 new beauty and fashion accessory brands such as David Beckham’s House 99, The History of Whoo, su:m37o, ReFa, NARS, Alexander McQueen and Didier Dubot.

Supporting the new launches are themed zones dedicated to male grooming, Japan and Korean beauty and the latest P&C and fashion trends.

“We are curating a journey of discovery for our shoppers, bringing shopping and technology together, engaging them through interactive facilities and immersive engagement spaces as well as through several innovative concepts,” a Shilla spokesperson told TRBusiness recently.

“Our business has performed well, as for all HKIA retail in the beginning of this year.”

Watch out for a full report and reaction from today’s launch in due course. 

For further background on the story, click the following links:

https://www.trbusiness.com/regional-news/asia-pacific/shilla-confirms-june-date-for-beautyyou-opening-at-hkia/143564

https://www.trbusiness.com/regional-news/asia-pacific/shilla-in-restless-expansion-mode-as-it-readies-hkia-unveil/143017

https://www.trbusiness.com/regional-news/asia-pacific/cdfglagardere-tr-jv-secures-milestone-hk-lt-contract/118068