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Not just skin deep: The world’s first beauty duplex store opens at Changi Airport

SINGAPORE - Beauty junkies, get ready go nuts at the Shilla Beauty Loft when it officially opens on Monday, Oct 12. All 1,250 sqm of it is devoted to the consummate skincare, makeup and fragrance consumer. To top it off, there are four luxury brands—Chanel, Dior, La Prairie and SK-II—on the mezzanine level providing exclusive beauty services and complimentary refreshments to passengers in transit. It’s all part of Shilla’s goal to to create a retail experience that goes beyond mere duty free shopping, “The establishment of the new dedicated space on the mezzanine level, combined with impeccable products and services, creates an intimate environment where The Shilla Duty Free can actively engage customers for a memorable and well-rounded shopping experience,” said Jason Cha, Senior Executive Vice-President, The Head of The Shilla Duty Free.

The Shilla Beauty Loft is 1,250 sq m of beauty goodies stashed across two levels

The Shilla Beauty Loft is 1,250 sq m of beauty goodies stashed across two levels

SINGAPORE - Beauty junkies, get ready go nuts at the Shilla Beauty Loft when it officially opens on Monday, Oct 12. It's the world's first airport beauty duplex and all 1,250 sqm of it is devoted to the consummate skincare, makeup and fragrance consumer.

To top it off, there are four luxury brands — Chanel, Dior, La Prairie and SK-II — on the mezzanine level, providing exclusive beauty services and complimentary refreshments to transit passengers.

It’s all part of Shilla’s goal to to create a retail experience that goes beyond mere duty free shopping. 

“The establishment of the new dedicated space on the mezzanine level, combined with impeccable products and services, creates an intimate environment where The Shilla Duty Free can actively engage customers for a memorable and well-rounded shopping experience,” said Jason Cha, senior executive vice-president and head of The Shilla Duty Free.

This comes as no surprise. Online trade magazine eMarketer reported that the Internet now accounts for eight per cent of all beauty sales, compared to four to five per cent just two years ago. As more shoppers turn to the Internet, more beauty brands are emphasising the experiential and feel-good aspects of shopping.

A White Paper published earlier this year by website Shopper Culture posited that brands need to “push the boundaries on the beauty experience … (because) beauty is a category that is personal and fun”. Likewise, consultancy firm AT Kearney revealed that the experience at point-of-sales is the most crucial for beauty customers: It is where “interaction with the brand comes to life, and where the seeds of loyalty are planted”.

We check out three luxury beauty players that have recently made their moves in that direction.

 

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