SINGAPORE, Oct 9 — Beauty junkies, get ready go nuts at the Shilla Beauty Loft when it officially opens on Monday, October 12, at Changi Airport Terminal 1 in Singapore.
All 1,250 square metres 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 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.
This comes as no surprise. As more shoppers turning to the Internet — the Web now accounts for eight per cent of all beauty sales compared to four to five per cent just two years ago as reported in online trade magazine eMarketer — beauty brands are emphasising the experential and feel-good aspect of shopping with them.
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 on its blog that the experience at point of sales is the most crucial for beauty customers for it is where “interaction with the brand comes to life, and where the seeds of loyalty are planted”. We speak to three luxury beauty players making their moves in that direction.” — TODAY
