SINGAPORE. Reflecting on The Shilla Duty Free Singapore’s recent Diwali activation with Coty Travel Retail, Chief Operations Officer Chan Sok Ling described the Festival of Scents campaign as “an exciting milestone”.
“The Festival of Scents marked an exciting milestone for The Shilla Duty Free Singapore as we brought our first-ever Diwali fragrance activation to life at Changi Airport,” Chan said.
“This collaboration with Coty showcases our shared commitment to creating immersive and culturally resonant experiences for travellers. Together, we celebrate the art of fragrance in a way that connects people through joy, tradition and discovery.”
The Festival of Scents pop-up ran from 17 October to 6 November at Singapore Changi Airport Terminal 2 Departure Transit Hall.
It offered an immersive experience that blended contemporary fragrance discovery with the cultural vibrancy of the festival.
The multi-sensory activation was designed in golden tones and festive motifs, showcasing hero fragrances from six Coty houses.
At the pop-up, travellers were invited to explore a Chai Bar offering chai-flavoured tea and other sweet treats, accompanied by a scented blotter experience themed around Diwali traditions.
Notably, the campaign featured traditional Dhol Drum performances from 18 to 23 October, adding retail theatre and cultural relevance. In addition, dedicated photo areas encouraged content generation and social sharing.
Coty Senior Vice President Global Travel Retail Mette Engell added: “For Coty, Diwali is a time of joy, connection and celebration. Through ‘Festival of Scents’, we created an experience that reflects the beauty of the season while showcasing Coty’s leading fragrance portfolio in a way that appeals to travellers.
“We were delighted to partner with The Shilla Duty Free to bring this activation to life for travellers at Changi Airport.” ✈
