Jil Sander is making its BEAUTY&YOU debut at Hong Kong International Airport.

The Shilla Duty Free is putting fragrance discovery at the heart of its autumn beauty offer at Hong Kong International Airport with the launch of ‘Shilla’s Autumn Fragrance Market’.

Running across three BEAUTY&YOU locations in the airport’s airside departures area, the seasonal campaign combines fragrance discovery with interactive blind testing, themed installations and shopping incentives, while also welcoming Jil Sander to the retailer for the first time.

With more than 2,600 fragrance products currently available across BEAUTY&YOU, spanning luxury houses, bestsellers and niche names, the campaign is designed to make the breadth of the assortment easier – and more engaging – for travellers to explore. Brands featured include Burberry, Byredo, Penhaligon’s and Atkinsons, alongside newcomer Jil Sander.

Central to the activation is the complimentary ‘Discover Your Autumn Soul Scent in Just One Second’ blind-testing experience. Travellers who follow one of BEAUTY&YOU’s social media accounts are invited to choose the autumn scene that most appeals to them before exploring a series of scented blotters with brand ambassadors. Their preferences then guide them towards one of four fragrance profiles and corresponding products elsewhere in the store.

The profiles range from ‘Deep Autumn Forest’, built around woody and amber notes, and the leather and boozy accords of ‘Jazz Bar’, to the gourmand-inspired ‘Warm Velvet Time’ and soft musks of ‘Pure White Daylight’.

Rather than confining the campaign to a single activation space, The Shilla Duty Free has extended the autumn market concept across its East Hall South, East Hall North and Midfield Concourse stores. The former houses a dedicated experience area, while themed fragrance carts bring the concept into the other locations, each accompanied by seasonal décor and photo opportunities.

Travellers completing the fragrance experience will receive a complimentary gift and HK$50 cash coupon to continue shopping across BEAUTY&YOU.

‘Shilla’s Autumn Fragrance Market’ will highlight fragrances from Byredo and Narciso Rodriguez.

Jil Sander makes BEAUTY&YOU debut

Adding further newness to the campaign, Jil Sander has made its debut at the East Hall South store with ‘Olfactory Series 1’, a collection of 12 gender-neutral fragrances combining natural botanicals with modern fragrance innovation.

The retailer is also using the campaign to connect fragrance purchases with travel itself. From 25 September to 31 October, customers purchasing any fragrance or home fragrance product can enter a grand lucky draw for the chance to win Hong Kong Airlines return Economy Class tickets to destinations including Da Nang, Seoul and Bangkok.

Issey Miyake and Maison Margiela fragrances will also be on display at ‘Shilla’s Autumn Fragrance Market’.

A series of brand-specific purchase incentives will run alongside the wider campaign, with participating names including Rance 1795, Van Cleef & Arpels and Rabanne.

‘Shilla’s Autumn Fragrance Market’ runs until 17 November 2026 at BEAUTY&YOU’s East Hall South, East Hall North and Midfield Concourse stores at Hong Kong International Airport.

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