Shilla Duty Free courts customers with beauty experiences, expands makeup shows

[Financial News] Shilla Duty Free is seeking to attract customers by expanding experiential content developed in collaboration with global beauty brands.
According to industry sources on the 20th, Shilla Duty Free’s Seoul store has held the Givenchy Beauty Makeup Show six times in total at its second-floor event space from last month through this month. The event featured demonstrations by Givenchy official makeup artists and programs designed to involve customers.
Customers attending the event received makeup coupons, and a touch-up service allowed them to get their makeup done at the brand’s store after watching the show. Brand products were also given away through lucky draws and roulette events.
In response to the trend of rising beauty sales, particularly among individual travelers, Shilla Duty Free is expanding product offerings exclusive to duty-free stores while enhancing content that lets customers experience brands firsthand at its brick-and-mortar stores. About 30 customers took part in each session of the makeup show held last September.
Through the 22nd, Shilla Duty Free is holding makeup shows with Guerlain, a French luxury beauty brand. The event will run for three days, with two shows a day for a total of six, and will give customers the opportunity to learn makeup tips from the brand’s professional artists and try the products themselves.
A Shilla Duty Free representative said, “We are expanding a range of experiential content so customers can experience products and services from global beauty brands firsthand in an offline setting,” adding, “We plan to continue introducing programs in collaboration with brands to enhance the customer experience.”

[email protected] Jang Yu-ha Reporter