Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Shilla DF to open Beauty&You at HKIA in coming weeks
By Luke Barras-hill |
The Shilla Duty Free will officially open its new Beauty&You concept at Hong Kong International Airport (HKIA) on 28 June.
As reported, the retailer soft-opened six beauty outlets in December.
The grand unveil promises a ‘spectacular K-Pop celebrity guest line-up to commemorate this special occasion’, read a statement.
Shilla will deliver an extensive lineup of more than 60 new brands brands to HKIA, including David Beckham’s global grooming label House 99, The History of Whoo, su:m37o, ReFa, NARS, Alexander McQueen and Didier Dubot.
THEMED AREAS
Meanwhile, the retail stores blend branded and non-branded counters alongside special lifestyle engagement zones aligning brands and categories under a single umbrella.
Shilla has pledged new lifestyle and engagement zones to immerse the traveller.
Themed areas include ‘Elements’, dedicated to gentleman’s products; ‘New Generation’, showcasing the best of Korean and Japanese cosmetics and perfume brands; and a ‘Curated’ zone that assembles perfume, cosmetics and fashion products in a nod to the trends of tomorrow.
The move makes Shilla the first duty free and travel retail operator to hold the P&C leases at Asia’s three major airport hubs following its beauty, fashion and accessories tender victory last year.
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