SOUTH KOREA. On 7 November, luxury beauty house Guerlain revealed its inaugural airport ‘Ultimate Boutique’ in partnership with The Shilla Duty Free in Incheon International Airport Terminal 2.
The LVMH Group-owned maison has created a space that blends art and beauty, featuring contemporary design alongside a personalised shopping experience.
Guerlain’s new boutique offers an immersive customer experience centred around its triple-axis portfolio. Shoppers can browse products in each back wall display and receive personalised consultations in the dedicated service area.
A fragrance discovery zone invites passengers to embark on an olfactory journey with Guerlain scents. At the heart of the store, a playtable concept allows visitors to interact with products and elevate their beauty routines.
Travellers can also indulge in the anti-jetlag and Travel-In-Glow services, exclusively designed for its airport location.
The ‘Ultimate Boutique’ will remain dynamic, evolving with seasonal events, consumer trends and product launches.
Crafting raw materials into art
L’Art & La Matiére, described by Guerlain as ‘the crowning jewel’ of its Parfumerie d’Art range, features 23 fragrances spanning floral, woody and oriental notes.
The French maison noted: “Each fragrance in the Partumerie d’Art collection is born of its own spark of inspiration – an artistic emotion that leaves an indelible mark on the perfumer’s memory.
“Like a painter seated before their blank canvas, a writer piecing together their words or a composer arranging together notes on a score, the House of Guerlain perfumer elevates fragrance to the rank of art.”
The new boutique at Incheon Airport showcases Patchouli Paris, the latest fragrance in L’Art & La Matiére.
Crafted by Perfumer Delphine Jelk, the fragrance draws inspiration from Parisian nights and the Seine River. It blends aldehydes with musk and woody iris notes.
Jelk said: “If Patchouli Paris were a colour, it would be the red glow of the artistic effervescence of Parisian nights.”
Pioneering longevity science
The dedicated skincare area in the boutique spotlights the Orchidée Impériale collection, a well-rounded range that targets signs of ageing.
This premium collection leverages the latest discoveries in skin longevity with a distinct formulation featuring the orchid.
Guerlain has introduced its first Orchidée Impériale skincare morpho-protocol, focusing on the face, neck and décolleté to delay structural signs of ageing.
Orchidée Impériale Black is the latest addition to the Orchidée Impériale Exceptional Complete Care range.
Backed by 15 years of research in Guerlain’s Orchidarium, the line harnesses the skin-enhancing effects of the Black Orchid (cycnoches cooperi) to protect against skin ageing.
The culmination of 20 years of research, the Orchidée Impériale Black skincare line has reinvented its The Cream.
At its core, the Black Orchid is elevated by augmented Blackimmune technology. According to Guerlain, this technology targets three levels of the skin’s self-defence system to help restore its youthful potential.
The orchid – with its 30,000 species – has been a ‘reservoir of discoveries’ for Guerlain over the past two decades.
As reported, the perfumes & cosmetics house released the Orchidée Impériale Gold Nobile collection earlier this year.
According to Guerlain, cells emit tiny particles of light, a breakthrough with potential applications in cosmetics. This concept is at the heart of the Orchidée Impériale Gold Nobile line which is inspired by the white orchid.
The prestige collection comprises the Orchidée Impériale Gold Nobile Cream and Serum, now available to travellers in the ‘Ultimate Boutique’ at Incheon Airport.
The makeup quintessence
Passengers can discover Guerlain luxury cosmetics at the ‘Ultimate Boutique’ makeup area with a special focus on Rouge G.
Guerlain first introduced its hero Rouge G lipstick collection in 2009, offering a wide palette of highly pigmented lipstick shades.
This year, the French maison reinvented the range with an ultra-care version in 40 accompanying satin or velvet matte shades. Its jewel case is a collector’s accessory that can include a personalised engraving.
Guerlain Beauty Experts are also at hand in the boutique to share ‘the art of complexion, as well as an unforgettable smile and eyes makeover’. They offer one-on-one makeup consultations to passengers.
The art of personalisation
The in-store scent-discovery experience, designed to showcase Parfumerie d’Art fragrances, offers customers the chance to personalise their bottles.
This includes engravings of initials, names or short messages. Travellers can also choose from a selection of cords and seals, including limited-edition options.
The ‘Ultimate Boutique’ offers services tailored to passengers seeking relaxation and rejuvenation. They can participate in bespoke experiences designed to promote wellbeing and selfcare.
Services include hand massages and self-massage coaching, guided by therapists and incorporating the traditional healing technique of Gua Sha.
The anti-jetlag ritual, available only in Guerlain airport boutiques, offers a relaxing beauty session alongside Abeille Royale skincare essentials.
Another highlight is the Travel-In-Glow session, a three-minute treatment designed to enhance natural features.
Guerlain Asia Pacific Director Emma Behaeghel said: “Our boutique at Incheon is designed to offer travellers an immersive experience, where the artistry of Guerlain meets the highest standards of beauty luxury.”
The Shilla Duty Free Vice President, Merchandising Changha Shin remarked: “Guerlain at Incheon is equipped with special products and services, fulfilling all the necessary elements for an airport ultimate boutique.
“Without customers, we (the brand, distributor and airport duty-free) cannot thrive. We will do our best to promote this special store to our customers and reward them with high quality and service.”
Incheon International Airport Corporation Executive Director of Commercial Service Group Sungbin Im added: “I would like to express my sincere gratitude to the Guerlain brand for preparing such an ‘Ultimate Boutique’ and to Shilla for their efforts in opening this special door in Incheon.
“The airport corporation has high expectations for the Guerlain ‘Ultimate Boutique’, and I am confident that this unique space will provide unforgettable experiences to our customers.” ✈
