Luxury skincare bar by La Prairie. (Photo courtesy of The Shilla Duty Free)

Shilla Duty-Free Opens Its Biggest Store at New Changi Terminal

BY : LISA SIREGAR

NOVEMBER 27, 2017

Singapore. Korean duty-free company Shilla launched its biggest store to date at the new Terminal 4 of Singapore Changi Airport on Friday (24/11).

The duty-free section at Terminal 4 is a pilot project by Changi Airport to introduce an integrated shopping experience, where travelers can buy tobacco or cosmetics from the brands at Shilla, and wine and spirits at the opposite store, and pay for all goods at one counter.

The new Shilla store is divided into four sections: makeup, skincare, wellness and fragrance.

"The entire store has been tailored with our shoppers in mind, as we try to understand the consumer psyche and focus on building a great experience for each one of them," Shilla vice president of global merchandising division Raelene Johnson said in a statement.

As a shop in a tax-free zone, Shilla shows strength in pricing and the availability of brands, as compared with other beauty shops in the city's downtown area. The company is pursuing possibilities with brands to launch new products at Changi Airport, which serves more than 100 airlines and 58 million passengers a year.

For its new shop, Shilla managed to bring two favorite beauty and wellness brands, Korean makeup and skincare brand Hera and French fragrance and luxury candle shop Dyptique. These highly coveted brands in the beauty world are not yet available at other Changi terminals, and not even in downtown Singapore.

Terminal 4 is smaller and separated from Changi's three other terminals, but it can be reached by bus. It boasts an extensive use of technology, as seen at its self-service check-in stations. The terminal is able to handle up to 16 million passengers a year.

It houses nine airlines, including Cathay Pacific, Korean Air, Cebu Pacific, Spring Airlines, AirAsia and Vietnam Airlines.

Changi is now building Terminal 5 with a capacity of 50 million passengers a year, which will be opened in late 2020.

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