The Shilla Duty Free will officially inaugurate and expand its “Beauty&You” concept at Hong Kong International Airport (HKIA) next month.

This follows the Korean travel retailer opening six beauty outlets across the airport in December after winning the beauty, fashion and accessories concession away from DFS. This also enabled it to become the first duty-free and travel retail group to run the perfumes and cosmetics leases at Asia’s three major airport hubs: Singapore Changi, Hong Kong and (Seoul) Incheon.

A new vision for experiential retail, the Beauty&You concept has already been running for more than six months at Singapore Changi Airport’s new Terminal 4. International and regional brands from Korea and Japan are expected to feature at the outlet, plus several airport “firsts”, says a Shilla Travel Retail (HK) spokesperson.