SINGAPORE. The Shilla Duty Free celebrated its first anniversary at Singapore Changi Airport yesterday (12 October) with the official opening of The Shilla Beauty Loft at its spectacular Terminal 3 Transit Departure Central duplex store, writes Melody Ng* [The opening will also be featured extensively in this week’s edition of The Moodie e-Zine].
A global first for airport retail, The Shilla Beauty Loft – located on the mezzanine level of the T3 store – offers luxurious beauty and spa services from four blue-chip prestige beauty brands: Chanel, Dior, La Prairie and SK-II. The concept presents a highly selective suite of exclusive beauty facilities and services that have been designed to enhance and elevate the quality of the travel retail shopping experience, according to the travel retailer.
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A new chapter in a new stor(e)y: The Shilla Beauty Loft officially opens for business, offering beauty and spa services from Chanel, Dior, La Prairie and SK-II |
Since it commenced operations at Changi Airport on 1 October 2014, The Shilla Duty Free has established its position as a key beauty destination in the region, with a selection of up to 182 perfumes and cosmetics brands offered at prices up to -40% cheaper compared to downtown Singapore.
The customer shopping experience has been enhanced by the entry of several contemporary and Korean brands, regular savings promotions and experiential retail in-store, Shilla said, and the first-in-world launch of The Shilla Beauty Loft further underscores its mission to deliver the best in beauty to its consumers.
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The Shilla Duty Free Head and Senior Executive Vice President Jason Cha: “The new services at The Shilla Beauty Loft will definitely capture the heart of the global travellers who are looking for the most exquisite beauty experiences in the market” |
Speaking at the opening ceremony, The Shilla Duty Free Head and Senior Executive Vice President Jason Cha said: “The establishment of the new dedicated space on the mezzanine level, combined with impeccable products and services, creates an intimate environment where The Shilla Duty Free can actively engage customers for a memorable and well-rounded shopping experience.
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The first cut is the sweetest: Above and below from left to right at the official ribbon-cutting ceremony are Korean Embassy Counselor for Press and Culture Yoon Jae Woong; La Prairie General Manager Travel Retail Asia Niki Yuri Na; SK-II Sales Director Yamada Atsushi; The Shilla Duty Free Head and Senior Executive Vice President Jason Cha; Changi Airport Group Executive Vice President Commercial Lim Peck Hoon; and Dior Area Manager Southeast Asia Victor Saint-Père |
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“It also serves as an excellent platform for exclusive and differentiated services that resonate strongly with customers who desire more sophisticated treatments. Together with our multi-brand beauty store on the first level, we create the best of both worlds in shopping as we strategically align our products and services to different profiles of international travellers.”
Changi Airport Group Executive Vice President Commercial Lim Peck Hoon said: “The opening of another world’s first travel retail concept at Changi Airport is a testament to our commitment to continually enhance our retail offerings by introducing new, unique retail experiences to our international travellers. Beauty is a core retail category for Changi, and we are extremely delighted to work with The Shilla Duty Free to realise our vision of a transformed and exciting retail landscape.
“Besides the attractive pricing, we are confident that with the unique beauty services offered in the duplex, Changi Airport is in a good position to retain its competitive edge as a travel retail destination for the world’s shoppers,” she added.
Following the ribbon-cutting ceremony, which was officiated by Jason Cha, Lim Peck Hoon, as well as key representatives of the Dior, La Prairie and SK-II brands, guests and media – including The Moodie Report – were treated to a lyrical performance by local singer-songwriter Nathan Hartono. In addition, guests were invited to be among the first in the world to preview and trial the beauty services offered at The Shilla Beauty Loft. Commemorative cake pop souvenirs and were also given to shoppers at The Shilla Duty Free to mark the retailer’s first-year milestone.
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Local singer-songwriter Nathan Hartono delivers a performance that had the audience in raptures |
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DIOR
Said to be the very first of its kind in an airport worldwide, the Dior Beauty House presents the best of the brand’s fragrance artistry and makeup and skincare services in a sophisticated and personalised setting.
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The Dior Beauty House was a hive of activity with guests being treated to flash makeovers and fragrance consultations | |
A key highlight in the fragrance offering is the Dior La Collection Privée, comprising 12 of the most exclusive scents for men and women from the House of Dior. Specially trained fragrance specialists are on hand to help customers explore their fragrance preferences and customise a signature scent that is unique to their personality.
Other services include makeup and skincare consultations using Dior’s cutting-edge skin analyser, express facials, hand massages, as well as flash makeovers at makeup counters that have been inspired by the backstage stations of Dior Couture runway shows. Customers can also anticipate previews of exclusive Dior collectibles such as the L’Or de Vie La Cure Millésime 2014 and other limited editions.
All Dior services are open to walk-in customers.
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LA PRAIRIE
The opening of the Luxury Skincare Bar by La Prairie is said to mark a major milestone for the brand as it realises its vision of establishing its first global high-luxury presence in an airport.
Customers are greeted at the entrance by a prominent test table featuring La Prairie’s new and existing signature collections where they can try the products. While waiting for their appointments, customers are served complimentary refreshments at the luxurious sofa area before moving on to a more intimate setting for their one-on-one skin consultations.
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The Luxury Skincare Bar by La Prairie is an oasis of calm contrasted with the frenzy of transit on the ground below |
A selection of pampering skincare rituals under the La Prairie Art of Perfection treatments will be available to rejuvenate, lift and brighten travellers’ skin before they embark on their journeys. Using only top-line signature products, each ritual – lasting from five to 20 minutes – begins with the routine of gentle cleansing, mask application, facial massage, foundation application and ends with a spritz of La Prairie’s fragrance.
Apart from the facial treatments listed on the service menu, customers may also request for a customised facial treatment to target individual skincare needs. Other premium offerings include colour matching, tailored makeovers and a full selection of the La Prairie fragrance collection.
La Prairie services are available by invitation only, terms and conditions apply. For more information, e-mail beautylounge.singapore@laprairie.com.
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SK-II
The new SK-II PITERA Lounge – hailed as the brand’s first and only lounge facility located in an airport – offers a select menu of facial and massage services specifically designed to meet the discerning needs of frequent flyers.
Travellers seeking a quick skin fix before boarding can choose from a variety of express 15-minute skincare boosts, while those with longer layovers can opt for more indulgent treatments up to an hour long that revitalise the skin while relieving anxiety and jetlag.
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Customised skincare analyses and consultations are complemented by SK-II’s wide selection of Pitera-infused treatments |
Each treatment features the use of SK-II’s acclaimed skincare, including the brand’s iconic Facial Treatment Essence. SK-II’s specially trained therapists also employ various massage techniques to ensure maximum penetration of the signature Pitera ingredient. Full of vitamins, amino acids, minerals, and organic acids, Pitera is said to restore the skin’s natural suppleness and radiance – ideal for helping weary jetsetters arrive at their destination looking refreshed.
Prior booking for SK-II services is advised, and walk-ins will be subjected to availability.
For more information, call +65 9352 3687 or e-mail Reservations_ChangiSpa@Skii.com.sg.
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TRAVEL WITH CHANEL
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The invite-only Chanel Beauty Lounge (Chanel did not take formal part in today’s Grand Opening) promises to be “an intimate haven for a truly inimitable journey” with the brand |
Hosted by a concierge, Chanel’s first exclusive beauty lounge at Changi Airport offers a menu of skincare, make-up and fragrance services tailored for the traveller.
The fluid, contiguous and wholly private space is specially designed to provide “a luxurious respite from the hectic cycle of travel”.
Access to the Chanel Beauty Lounge is strictly by invitation only.
The Shilla Beauty Loft is open from 6am to 1am.
*NOTE: Melody Ng, based in Singapore, is the former Asia Bureau Chief for The Moodie Report.
