SINGAPORE. Changi Airport perfumes & cosmetics retailer The Shilla Duty Free has unveiled a range of new brands across its stores and a refreshed shopping space in the Terminal 3 Departure Check-in Hall store (Public Area). The reimagined proposition marks the travel retailer’s fifth anniversary at the Singaporean gateway.
The T3 offer represents a “modern tropical look”, Shilla said, one that underlines its commitment to elevating the travel retail experience.
Shilla said it wanted to reinforce its position as a global authority in travel retail beauty by introducing trendy concepts and a wide array of prestige brands at attractive price points to serve evolving customer demands.
Guided by what it dubbed a “consumer-centric vision”, The Shilla Duty Free has introduced numerous Korean and international brands to selected stores across all terminals. These range from well-established names such as Banyan Tree and Too Faced to cult beauty favourites including COSRX and Too Cool For School.
Seamless and unique The new-look T3 Departure Check-In Hall store has been given a facelift to create what Shilla described as “an inviting retail environment for customers to enjoy a seamless and unique shopping experience with easy access to the highly anticipated new brands”. The interior design draws on inspirations from tropical Singapore, evoking the island nation’s verdant surrounds with earthy hues of warm woods and soothing whites.
White brick walls centred by a foliage motif feature frame the travel-exclusive curate zone. The naturalistic accents pay home to Singapore as a garden city. The store is decked with brass pendant lamps and wooden shelves, the striking juxtaposition of wood and metal adding a contemporary touch while injecting character to the space. |
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, The Shilla Duty Free’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
