Shilla Duty Free to launch new Acqua Di Parma products; launch event in Seoul

By Andrew Pentol |

Shilla will become the first duty free operator in Korea to launch new products from Italian perfume brand Acqua Di Parma.

The Shilla Duty Free (Shilla) is to become the first Korean duty free operator to launch new products from Italian niche perfume brand Acqua Di Parma.

A launch event organised by Shilla and Acqua di Parma, in partnership with Porsche Cars will take place today (20 May) at the Shilla Seoul Hotel’s Yeong Bin Gwan meeting facility.

The event is being organised for visitors to experience Porsche cars and view car diffusers from the brand’s Blu Mediterraneo line. Acqua Di Parma’s home collection will also be on display. Capacity at the event will be limited to 75 people and coronavirus safety guidelines will be in place.

Customers visiting Shilla’s online mall and Seoul flagship store from today (20 May) will be able to find new Acqua Di Parma products. These include one new item from the Blu Mediterraneo line and three car diffusers.

Bergamotto di Calabria la Spunatura, the new product in the Blu Mediterraneo line is encased in a porcelain bottle created using artisan extraction methods that have been passed down from ancient times.


The car diffusers are made using Poltrona Frau leather and have been designed by world-renowned design duo Stine Gam and Enrico Fratesi.

New Acqua Di Parma products include one item from the Blu Mediterraneo line and three car diffusers.

They will be launched in advance at department stores and Shilla outlets in Korea and be available in four scents.

The company said: “Establishing its place as the world’s biggest business in travel retail for cosmetics and fragrances, The Shilla Duty Free is continuously promoting strategic collaborations with global cosmetic and fragrance brands.

“In addition to being the world’s first duty free operator to offer Huda Beauty items last year, The Shilla Duty Free has been faster than department stores and other shops in general in launching many global brands such as Helena Rubinstein, Maison Margiela Fragrance and MCM Fragrance for the first time in Korea.”


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