SK-II has unveiled the Future X Smart Store – which the prestige skincare brand dubbed the world’s first travel retail beauty smart store – with The Shilla Duty Free at Singapore Changi Airport.

SK-II said that the Future X Smart Store provides travellers with access to the brand’s unique ‘phygital’ (physical + digital -Ed) retail concept. This merges the latest digital technologies with physical in-store elements to create a convenient and pressure-free shopping experience. The brand said that the concept is part of a “global innovation journey to transform beauty retail experiences”.

In the knowledge that travellers shop with product images of items on their pre-flight shopping lists downloaded on mobile devices, the Smart Product Scan uses advanced image recognition technology to help shoppers locate products quickly.

SK-II said that Future X is part of an “ongoing foray into retail innovation and the start of a global transformation to connect with a new generation of consumers who are yearning for more meaningful experiences with the brands they know and trust”.

The Future X Smart Store at The Shilla Duty Free is designed with time-pressed travellers in mind. It consists of phygital features such as the Discovery Bar, the Smart Product Scan and the Skincare GPS that help time-conscious travellers locate, learn and shop for SK-II products in the shortest time possible.

SK-II described the Discovery Bar, which features an interactive digital interface, as “a one-stop station” that provides information about the brand’s Facial Treatment Essence and other SK-II products with a single touch.

In the knowledge that travellers shop with product images of items on their pre-flight shopping lists downloaded on mobile devices, the Smart Product Scan uses advanced image recognition technology to help shoppers locate products quickly. By scanning the SK-II product images they have downloaded on their mobile devices, travellers are directed to the exact location of their desired product.

The Skincare GPS ups the convenience factor further by signaling specific shelf lights to illuminate on demand.

The future of beauty retail – Giving back control to the consumer

SK-II said that Future X is part of an “ongoing foray into retail innovation and the start of a global transformation to connect with a new generation of consumers who are yearning for more meaningful experiences with the brands they know and trust”.

The beauty brand called the concept “a global learning lab to explore new ways of retail through advanced technology in real-world retail formats”. SK-II has launched several Future X Smart Stores in Tokyo, Shanghai, Singapore and one at the Consumer Electronics Show 2019.

Through creating engaging phygital skincare experiences at Future X Smart Stores, SK-II said that it hopes to take the intimidation and pressure out of shopping for skincare in the offline retail space. It plans to “give control back to the consumer” by giving her options to browse, shop and learn about her skin “at her own pace and on her own terms”.

SK-II concluded, “On this journey, real-time insights and feedback collected will not only inform the future of bricks and mortar retail but also help to reimagine the power of data and technology to augment a consumer’s journey with a brand for a truly meaningful omnichannel shopping experience.”