ASIA PACIFIC. Coty and The Shilla Duty Free have signed a strategic digital partnership. It aims to bolster both companies’ digital capabilities in order to offer an elevated online and offline shopping experience for travellers
Since 2022, Coty and The Shilla Duty Free have successfully introduced an array of digitally-driven immersive experiences including a virtual beauty masterclass in the Metaverse.
The event was an industry-first in travel retail and generated 3.5x more engagement than originally targeted, achieving a +80% increase in customer transactions compared to previous events.
The partners have planned additional activations throughout the balance of 2023. These includes introducing a new masterclass event that will span multiple Metaverse activations in South Korea, Singapore and Hong Kong.
Coty and Shilla are also exploring advanced digital technologies such as augmented reality (AR) and virtual reality (VR) simulations to enhance customer engagement in airport and downtown duty free environments. The integration of these technologies seek to redefine the digital shopping experience while providing moments of creativity and discovery.
Through the partnership, Coty will leverage The Shilla Duty Free’s platform to introduce exclusive product launches, interactive content and immersive brand concepts. Customers will be given exclusive access to Coty’s latest offerings, generating excitement and anticipation for product launches and driving brand loyalty and engagement.
As reported, the partners recently teamed up for the ‘Fly With Me’ multibrand pop-up in Singapore Changi Airport. The pop-up was a showcase for many digital features including a flight simulator and fragrance discovery pad.
Data analytics represent another key pillar of the partnership. The partners will leverage advanced data analytics and combine their insights to help inform strategies, product offerings and marketing approaches to better meet the evolving demands of travellers in the post-pandemic world.
“We are ecstatic to announce this impactful partnership with Coty, a beauty industry leader renowned for its unparalleled expertise in digital innovation and customer-centricity,” commented The Shilla Duty Free E-Commerce Vice President Bo Yeon Kim.
“This partnership will empower us to build on each other’s strengths as we continue to drive our digital transformation initiatives in the future, united by our shared commitment of providing consumers with exceptional experiences, however they shop. We are eager to explore the cutting-edge digital solutions that will elevate our collective journey to new heights and set new standards for the industry.”
Coty Travel Retail Asia Pacific Vice President Tracy Chen echoed Kim’s sentiments and said: “The Shilla Duty Free has always been an invaluable partner to Coty, especially in our pursuit of innovating the consumer experience in a post-COVID-19 world.
“As we seek to further unlock the digital-centric mindset and the common aspirations we share, this collaboration will not only enhance consumer experiences in Korea, but also have a cascading impact across the travel retail industry, particularly as we continue to expand to other strategic locations including Hong Kong, Macau, and Singapore.” ✈
