Shilla wows VIPs and KOLs in first ‘Beauty House’ event

By Luke Barras-hill |

Beauty-House-Shilla-mainThe Shilla Duty Free (Shilla) has executed an immersive beauty experience with Swiss skincare and makeup supplier La Prairie in downtown Seoul.

A special event dubbed ‘The Beauty House’ drew 80 guests, including five Chinese beauty key opinion leaders (KOLs) and 15 Chinese VIP customers.

They joined 60 South Korean visitors comprised of further VIPs, members of Shilla’s online ‘Tipping’ review website and an online power blogger.

Shilla has undertaken several beauty collaborations with suppliers in the past, but the La Prairie partnership represents the next stage of engagement, according to the travel retailer.

La Prairie-Caviar Premier Luxe CrèmeTOTAL BRAND IMMERSION

Visitors were invited to take part in several experience sessions with the brand, with a focus on the remastered Skin Caviar Premier Luxe Crème, together with product demonstrations from its staff.

Split into four sessions lasting 90 minutes each, groups of 20 were shown a presentation of the product followed by beauty classes surrounding La Prairie’s ‘Art of Indulgence’.

These gave the guests the chance to test the products themselves and enjoy eye and face massages.

Throughout the showcase, guests took the opportunity to live stream and upload postings online.

The five Chinese KOLs alone boast a Chinese social media following of more than 14m and were encouraged to share their experiences with their audiences, in turn amplifying exposure for Shilla and La Prairie.

“La Prairie is honoured to be the first partner of The Beauty House by The Shilla Duty Free,” commented Jean-Marc Loi, Regional Director, La Prairie Travel Retail Asia.

“The Beauty House collaboration allows us to present our brand in the La Prairie way and let our clients discover the La Prairie world. It is more than a beauty class but an exclusive brand immersion and experience.

“We certainly value The Shilla Duty Free’s vision and drive to line up luxury brands, and their support to La Prairie with such a beautiful event for our esteemed clients.”

La Prairie-SkinCaviar-Display-2018

A Shilla Duty Free Spokesperson added: “Collaboration is what The Shilla Duty Free is continuously seeking. As a travel retailer with a strong presence in the beauty category, The Shilla Duty Free will keep presenting extraordinary experiences to our customers with beauty powerhouses around the world.”

Shilla says it plans to introduce more Beauty House events in the future.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...

International

DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend