Miu Miu fragrance makes travel retail debut with Shilla Duty Free at Changi

SINGAPORE. In a global travel retail first, The Shilla Duty Free has launched the debut fragrance from fashion house Miu Miu at Changi Airport.

The launch (also the line’s first appearance in Asia Pacific) is exclusive to Shilla at Changi for the month of August. As reported, the line will then be rolled out to travel retail worldwide.

Shilla said it was part of its commitment to “continuously present unique and coveted travel exclusives, and to provide world-class shopping experiences to its consumers”.

The retailer said it is striving to expand the experience of cosmetics & fragrances beyond product purchases. Strong partnerships with key brands have resulted in a series of global launches in the form of brand “˜outposts’, it noted.

For the Miu Miu launch, an outpost has been created by the central fragrances & cosmetics store in T1, open from 12 August to 6 September. Shoppers can have their Miu Miu fragrance bottles personalised with their initials.

Created by Perfumer Daniela Andrier, Miu Miu Eau de Parfum is described as a scent which starts with an elegant, sensual floral, lily of the valley, composed of jasmine, rose absolute, and synthetic green notes. The soft, fresh, ingénue scent is set against a deep earth-toned background: the wood and pepper of Akigalawood, an extract of Patchouli.

Its Changi price is S$113 (currently US$80) and S$152 (US$108) for the 100ml and 200ml EdP, respectively and S$58 (US$41) for the 200ml body lotion.

Besides its Changi stores, Shilla Duty Free runs five duty free operations in South Korea, two in downtown Seoul and Jeju, respectively, and at Incheon, Gimpo and Daegu airports.

The fragrance’s ad campaign, shot by Steven Meisel, features French-English actress Stacy Martin

As reported

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