South Korea’s The Shilla Duty Free has opened its cosmetics and perfumes concessions at the Singapore Changi Airport.

While operating existing stores, the Shilla Duty Free plans to gradually renovate the concession until the beginning of next year to bring in larger collection of new brands.

Cle de Peau, Burberry Cosmetics, Cosme Decorte, Urban Decay, Vichy, La Roche Posay which are popular among Singaporean consumers will be introduced for the first time in Singapore.

By end of January, the Shilla Duty Free will add more than 70 new brands to the existing collection and passengers can eventually look forward a product line-up of about 190 brands including Estee Lauder and SK-II.

Singapore is considered a destination of choice for business travellers and holidaymakers in the region with international visitor arrivals holding steady at 3.9 million in the year.

Targeting the travelling crowd, The Shilla Duty Free will introduce a variety of new products and brands at prices up to 40 per cent cheaper than in downtown Singapore.

“Singapore has a strong tourism market and we see the tremendous opportunity here. With our positioning as a global leading duty free operator and expertise gained from more than 28 years of experience in the industry, we are confident that we possess the distinctive know-how in providing experiential offerings in-store that would deliver a value-added experience for our customers,” said senior EVP and head of The Shilla Duty Free, Jeong-Ho Cha.