
SOUTH KOREA. The Shilla Duty Free has become the first travel retailer to launch car diffusers and a new limited-edition Blu Mediterraneo scent from Italian niche perfume brand Acqua di Parma into the South Korean market.
They are now available at the retailer’s ecommerce platform and flagship downtown duty free store in Seoul, South Korea.
The ‘Bergamotto di Calabria la Spugnatura’ is the latest addition to the Blu Mediterraneo line. It is a fresh new scent crafted through a traditional ‘Spugnatura’ extraction technique, which releases a rare Bergamot essence.
It opens with Bergamot and bitter orange top notes, followed by Galbanium and Geranium heart notes and closes with notes of cedarwood and vetiver as its base. The limited-edition fragrance is bottled in a luxurious porcelain flaçon.
The car diffusers are made with Poltrona Frau leather, and designed by acclaimed Danish design duo GamFratesi. Four car diffuser scents and refills will be pre-launched in department stores and The Shilla Duty Free locations in South Korea.

To celebrate the launch, The Shilla Duty Free and Acqua di Parma hosted an exclusive event on 20 May at The Shilla Seoul’s Yeong Bin Gwan space. The event was launched in partnership with Porsche and was held in the hotel’s famous hanok-style (a traditional Korean house) back garden.
The event invited visitors to experience Porsche’s luxury cars and enjoy the scents of the new car diffusers first-hand. They also discovered the fragrances of Acqua di Parma’s Blu Mediterraneo line and home range inside The Shilla Hotel in Seoul. To follow COVID-19 guidelines, the event was strictly limited to a 75-person capacity.

According to the retailer, The Acqua di Parma launch further drives its strategy of being the first in South Korea to launch strategic collaborations with global beauty and fragrance houses.
As reported, The Shilla Duty Free was also the first travel retailer to launch American beauty brand Huda Beauty last year, as well as Helena Rubinstein, Maison Martin Margiela and the MCM fragrance line.
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