Korean-headquartered travel retailer The Shilla has officially launched its Beauty&You concept stores in Hong Kong International Airport (HKIA) after a six-month soft launch.
At the launch, Shilla Travel Retail Hong Kong MD Alice Woo said: “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.”
In line with experiential retail trends, Beauty&You offers curated hospitality with high-end product offerings to attempt seamless retail experiences. In a statement, the company said the store is designed to provide “journeys of discovery” for every customer, with professional beauty and fashion advisors placed in engagement zones with both branded and unbranded counters, offering personalised recommendations.
The retail space is not only designated as a shopping environment, but also for “retailtainment” where customers may explore their own beauty preferences by experimenting with combinations of multiple brands and experiences – involving digital elements such as virtual makeup apps and VR headsets, as well as instant photo printing and even a ‘lucky claw machine’.
The store will stock around 200 brands, including premium labels not otherwise available at HKIA. These include David Beckham’s House 99; Korean & Japanese beauty brands The History of Whoo, su:m37o, Three, and ReFa; image-maker Nars; Italian-crafted luxury leather goods and accessory brands Bresciani, Maglia Francesco, Victrix; and accessory brands such as Alexander McQueen and Didier Dubot.
To mark the official launch and the 20th Anniversary of HKIA, in-store promotions and discounts will be held throughout July.
