SOUTH KOREA. Swiss luxury skincare brand La Prairie has chosen The Shilla Duty Free as its partner for a debut airport pop-up store in South Korea.
The pop-up boutique opened at Incheon International Airport Terminal 2 on 12 February and remains in place until 30 June.
Until May, the La Prairie pop-up will showcase the company’s newly launched White Caviar Eye Extraordinaire. A new La Prairie theme will be featured in June.
The Shilla Duty Free said that the opening underlines the strength of its partnership with La Prairie – consistently one of the best-performing high-end skincare brands in Asian travel retail over many years.
Shilla and La Prairie have shared a strategic cooperative relationship since the launch of a Shilla-exclusive line in March, 2018. Subsequently the travel retailer has hosted large promotional events in November of both 2018 and 2019.
White Caviar Eye Extraordinaire – part of La Prairie’s White Caviar line, which is known for its brightening, moisturising, elasticity improving and anti-aging effects – helps reduce wrinkles.
The new product comprises the White Caviar Line eye cream and the ceramic pearl applicator, described as “the essence of La Prairie’s caviar science”.
Visitors to the pop-up store can try all White Caviar lines, including the new product. The boutique also provides a 15-minute luxury eye care service that utilises White Caviar Eye Extraordinaire as well as a digital device-assisted skin analysis.
La Prairie General Manager – Travel Retail Asia Jean-Marc Loi said: “La Prairie opens a new chapter in the Science of Light with the launch of White Caviar Eye Extraordinaire.
“This is our first pop-up store in Incheon Airport, and we are very excited that both local and international travellers will be able to explore how light and shape reveal each other through our immersive brand experience there.”
A Shilla Duty Free executive said, “Premium cosmetics are becoming increasingly popular among consumers. It is an honour to be given the opportunity to expose leading luxury skincare brand La Prairie to many consumers through The Shilla Duty Free. Going forward, we will also continue to increase collaborations with other brands.”
| The virtues of the pop-up concept The Shilla Duty Free noted the growing popularity of the pop-up concept in airport retail. “Pop-up stores are well received by both brands and customers alike because… not only can a brand organise an independent space based on its own aesthetic and principally showcase its flagship products, it can also offer pop-up store exclusive gifts, customer experience services and so on,” the retailer commented.
“Many brands are actively running pop-up stores at major airports around the world as part of their strategy to attract new customers. The reason for that is that because the unique nature of airport spaces enables brands to expose themselves and their brands to customers from around the world in short periods of time. Running pop-up stores at airports can yield them highly efficient outcomes.” Since it began operating the Incheon International Airport Terminal 2 cosmetics and perfumes store on 18 January, 2018, The Shilla Duty Free has featured a dedicated pop-up store section, showcasing one brand at a time. Collaborations to date include with MAC, Yves Saint Laurent, Dior and Jo Malone London. |
