The Prada Beauty Holidays Magic Tale Outpost runs until November 18.

L’Oréal Travel Retail APAC has joined forces with Changi Airport Group and The Shilla Duty Free Singapore to introduce an immersive festive showcase in celebration of the pre-launch of Prada Beauty in Singapore Travel Retail.

The Prada Beauty Holidays Magic Tale Outpost, located in Terminal 1’s Departure Transit Hall, runs through November 18 and marks a significant brand moment for the Italian fashion house’s beauty division in one of the world’s most influential travel retail hubs.

The outpost invites travellers into a storybook-inspired holiday universe, anchored by a striking Prada Beauty holiday tree and guided by the brand’s distinctive Soft Robots, which have become symbolic of Prada’s playful, futuristic visual language. The experience is designed to signal Prada Beauty’s positioning in travel retail: elevated, sensory and made for the luxury consumer who wants more than a product – they want a narrative.

As experiential retail continues to drive engagement in Asia Pacific, the activation brings touchpoints that encourage exploration and personalization. Travellers can enjoy flash makeup services, fragrance testing and gifting personalization such as lipstick engraving and ascot embossing. A holiday stamping station offers six collectible motifs, including one exclusive to Singapore, reinforcing the sense of place. A Changi-exclusive holiday set adds further allure for gift shoppers.

Product highlights include the newly-launched Paradigme lipstick, the Prada Banana Balm and Hand Cream, and the Reveal Mesh Cushion, alongside the now-iconic Paradoxe fragrance. To localise the experience, visitors receive complimentary Pandan Holiday Cookies with any purchase, adding a subtle but meaningful connection to Singapore’s flavour identity.

“We are thrilled to celebrate the introduction of Prada Beauty in Changi through this spectacular Prada Beauty Holidays Outpost,” said Marin Vialle, General Manager of Prada Beauty at L’Oréal Travel Retail APAC. “With exclusive experiences and offers like the festive gift sets, immersive photobooth and pandan cookies, we’re redefining the traveller’s experience together with Changi Airport Group and The Shilla Duty Free Singapore.”

The Shilla Duty Free Singapore underscored the growing importance of emotional retail engagement. “Travellers are seeking experiences as much as products,” said Jeff Lee, Vice President, Head of International Business. “We are delighted to bring this festive and personal experience to life at Changi.”

Changi Airport Group emphasized the alignment with its broader ambition to elevate the airport as a lifestyle destination. “At Changi Airport, we want every journey to be unforgettable,” said Hung Jean, Managing Director of Airside Concessions Division. “Through such experiences, we aim to inspire travellers from around the world and redefine what it means to discover beauty while trotting the globe.”

With the holiday travel season approaching, the outpost is poised to draw strong footfall and offer a timely platform for Prada Beauty to introduce its identity in the region’s travel retail market. For Changi and Shilla, it reinforces the continued shift of airport retail toward curated, memorable and culturally-resonant brand moments.

The Prada Beauty Holidays Magic Tale Outpost is open now in Singapore Changi Airport Terminal 1 Departure Transit Hall until November 18.

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