SINGAPORE. The Shilla Duty Free, The Estée Lauder Companies (ELC) and Changi Airport Group have partnered to launch the ‘Gifts Take Flight’ omnichannel animation. The Changi 1st animation launched on 3 December and will run until 12 January.
The holiday-themed campaign showcases skincare, fragrance, makeup and haircare products from 11 brands in the ELC portfolio. These include Aveda, Bobbi Brown, Clinique, Dr. Jart+, Estée Lauder, Jo Malone London, La Mer, Lab Series, MAC Cosmetics, Origins, and Tom Ford Beauty.
The brands are being showcased in a pop-up and at The Shilla Duty Free store in the Terminal 1 Transit Hall. The campaign is also running on iShopChangi.com.
Retailtainment is a core element, with travellers invited to play the Estée Lauder ‘Spin It To Win It’ game to win a selection of exclusive prizes. They can also personalise their purchases from Jo Malone London and La Mer and receive complimentary gift-wrapping across several brands.
To support the animation, the partners have launched two engaging photo opportunities. The first is a Flying Sleigh installation near the pop-up in Terminal 1.
The second is a Jo Malone Snowman installation in The Shilla Duty Free Cosmetics & Perfumes Central Store in the Transit Departure Area of Terminal 3. Travellers are encouraged to take photos for a chance to win special gifts from The Estée Lauder Companies.
In addition, special Grab & Go sets from various The Estée Lauder Companies brands are available in all arrivals stores in Terminals 1, 2 and 3. Mobile gifting stations have also been launched in the T1 and T3 transit areas from 16 December to 12 January.
From 5 December to 12 January, travellers can participate in the ‘Gifts Take Flight’ mobile game to win deluxe beauty samples from Estée Lauder, Jo Malone London and La Mer as well as a S$10 shopping voucher that is redeemable in-store.
On 3 and 4 December, La Mer invited over 50 Changi Rewards VIP members to a Genaissance de la Mer luxury experiential event at the Jewel Suites. The event offered private consultation and skincare sessions using La Mer’s Genaissance anti-ageing collection.
In addition, Jo Malone London is hosting an intimate scent pairing session that helps travellers discover their signature scent on 16 and 19 December.
The campaign engages with travellers pre-trip on iShopChangi.com, where they can shop online and collect their purchases on departure or arrival at the airport.
“As we launch our festive shopping engagement in our tripartite partnership with Shilla and Changi Airport Group, we can’t wait for travellers from all over the world to rediscover their love of adventure,” commented The Estée Lauder Companies Senior Vice President/General Manager, Travel Retail Asia Pacific Karen Housman.
“Southeast Asia is a key engine of our business growth, particularly in Changi Airport which currently has the strongest passenger recovery in Asia versus the pre-covid period. For The Estée Lauder Companies, this engagement also commemorates the 30th anniversary of our travel retail business, and we are excited to continue to break new ground in retail innovation. There will be something for all travellers in the amazing collections of our coveted brands, which are cherished by consumers worldwide, for themselves and their loved ones.”
Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon added, “The ‘Gifts Take Flight’ collaboration with Shilla and ELC solidifies our dedication in providing a memorable retail experience for travellers. It is a timely event that will add much excitement to the year-end festivities in Changi Airport as passengers choose novel gifts for their loved ones and themselves.”
The Shilla Duty Free Managing Director Singapore Jeff Lee added, “Shilla Duty Free is delighted to partner with ELC to provide an amazing omnichannel travel retail experience this holiday season. We can’t wait to welcome travellers to this shopping extravaganza, which is full of seasonal cheer.”
“There will be something for everyone this holiday season at ‘Gifts Take Flight’ including special giveaways and opportunities for those who visit to personalise their purchases for themselves and their loved ones.”
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