Ultimate Shopping Experience Beauty & You, Shilla


(By: Terry Waterhouse)

“We hope to redefine the airport retail experience and customer journey with a comprehensive brand profile presented in an interactive and engaging environment. Our aim is to deliver the ultimate shopping experience to a diverse audience in one of the most robust travel markets in the world.”

–Alice Woo, MD, Shilla Travel Retail

The Shilla Duty Free, one of the world’s leading travel retail companies, has unveiled their new retail stores “Beauty&You” at Hong Kong International Airport following a successful six-month soft launch period. Korean-headquartered and a subsidiary of Samsung, the six Beauty&You concept stores offer the ultimate one-stop shopping destination featuring 200 beauty and fashion accessory brands.

Hong Kong International Airport (HKIA) is ranked one of the top ten busiest airports in the world with over 72 million passengers passing through, en-route to 220 destinations around the globe.

In line with experiential retail trends, Beauty&You offers curated hospitality with high-end product offerings for a seamless retail experience. Conceived by UK retail designers GP Studios, this experience includes professional beauty and fashion advisors offering personalized recommendations, situated in engagement zones throughout the stores.

The Beauty&You concept symbolizes the brand’s commitment to deliver a comprehensive beauty retail experience and be at the forefront of experiential retail where customers may explore their own beauty preferences by experimenting with combinations of multiple brands and experiences. Incorporating digital elements such as virtual makeup apps to try on looks from various brands, with animated features such as “Get the Look” and “Magic Mirror” are designed to communicate the most updated beauty and fashion trends, promising fun and informative tips.

A strategic