SOUTH KOREA. The Shilla Duty Free says that niche perfumes and emerging beauty brands are proving a big hit at its “trendy” new fragrances & cosmetics store in Incheon International Airport Terminal 2.
The extensive new offer includes a ‘mega pop-up’ zone for niche fragrances currently offering three highly popular brands – Penhaligon’s and Le Labo, both of which are exclusive to Shilla in T2, and Diptyque.
British niche fragrance brand Penhaligon’s has debuted its ‘Festival of Flight’ pop-up store concept, a worldwide first. The pop-up features a photo zone and a social media upload activation, offering additional gifts to customers.
The Shilla Duty Free’s Incheon store is the first in Korean travel retail to sell Potion, a new product being offered exclusively at T2. Korea-themed stickers and pouches serve as gifts with purchase.
Le Labo, owned by The Estée Lauder Companies, has also opened a pop-up fragrance lab, offering offering an immersive experience that showcases the brand’s signature genderless perfumes, candles, and other sensorial formulas for the body, hair, and face.
Travellers can purchase an exclusive 30ml travel-size of the top scents and candle votives. Le Labo’s Seoul City exclusive fragrance, Citron 28, is also offered, a scent exclusively available in the South Korean capital.
The offer is bolstered by three new Fleur de Peau expressions from Diptyque.
Aligning with the latest body and hair care trends, The Shilla Duty Free has exclusively introduced Hair Rituel by Sisley and Israeli scalp treatment brand Sabon. Other new entrants include brands Aesop, Pola, Chantecaille and SkinCeuticals.
Nonfiction, a lifestyle beauty brand popular among Millennials and Gen Z, has also debuted at the T2 store, offering a travel set for the first time in Korean duty free. To celebrate the opening, perfume samples and pouches are being offered to purchasing customers.
Celebrating the Lunar New Year holiday, The Shilla Duty Free is running a special promotion themed ‘Dragon Head, Dragon Tail’ until 18 February. Customers who purchase products from the new pop-ups will receive a scratch-off lottery ticket, with prizes including Shilla Bear keyrings and S Rewards points.
A representative for The Shilla Duty Free said, “Our trendy stores, showcasing a variety of rising beauty brands that reflect the latest trends, are enjoying popularity. We will continue to lead the industry with differentiated store operations that reflect customer needs and trends.” ✈ 
