SOUTH KOREA. French/American beauty house Coty and The Shilla Duty Free have updated their joint business plan to feature revitalised pillars of cooperation aimed at engaging travellers and reinvigorating omnichannel shopping experiences.
The plan will be executed across four pillars: digital innovation, data analytics, retailer exclusivity and regional expansion.
The partners are introducing Korea’s first-ever omnichannel Super Brand Week to bring the pillars to life through brand promotions, dynamic activations and new content formats.
They are also accelerating digital innovation with advanced online-to-offline campaigns, beginning with omnichannel masterclasses with AI components.
The two companies will also develop immersive platforms such as augmented-reality and virtual-reality simulations, merging online and offline shopping into a seamless experience.
The joint business plan has been expanded to include data analytics. The partners are combining their data and insights to create strategies that can better cater to evolving consumer behaviours and preferences, boosting customer engagement and loyalty.
The partners are launching VIP Masterclasses at the Shilla Lounge, in the retailer’s Seoul flagship store, in line with its efforts to introduce new content formats. The classes will offer intimate makeup sessions highlighting Coty’s cosmetics and fragrance portfolio and the content will be made available online to engage with audiences virtually.
Coty will continue to launch exclusive products, content and concepts on The Shilla Duty Free’s digital platforms and explore local wallet partnerships. While Korea is the primary market for the joint business plan, the ambition is to expand it to other key markets soon.
The Shilla Duty Free Vice President E-Commerce Bo Kim commented: “Following the incredible first-year success of the digital joint business plan, The Shilla Duty Free is thrilled to be moving into the next phase of our partnership with Coty, which has remained a beauty powerhouse with their pioneering innovations and focus on delighting consumers. We look forward to continuing our collaboration to strengthen digital capabilities and redefine standards of digital engagement to unprecedented heights in the travel retail industry.”
“In the constantly evolving landscape of beauty in travel retail, it is crucial that Coty keeps offering unparalleled digital experiences,” said Coty Senior Vice President Global Travel Retail Guilhem Souche. “The Shilla Duty Free remains a key partner to Coty and we are very proud that together we continue to deliver new digital initiatives and set benchmarks for today’s consumers, who are always at the heart of our business.” ✈
