Travel retail company The Shilla Duty Free will celebrate the grand opening of its retail stores at Hong Kong International Airport (HKIA) following a six-month soft-launch period.

Scheduled for June 28, the HKIA duty free opening event will feature the unveiling of the full Beauty&You concept with a K-pop celebrity guest line-up.

The Shilla Duty Free’s Beauty&You concept symbolises the brand’s commitment to deliver a
comprehensive beauty retail experience. With the idea that beauty retail can surpass the
limitations of cosmetics and skincare products and become associated with fashion and accessories, the retail concept gives room for all definitions of beauty.

The Shilla Duty Free will be introducing such premium brands to the airport as David Beckham’s global grooming brand House 99, Korean and Japanese brands like The History of Whoo, Su:m37o, Three, ReFa; Nars; Italian crafted luxury leather goods labels and

accessory brands Bresciani, Maglia Francesco, Victrix; as well as fashion accessory brands like Alexander McQueen and Didier Dubot. The line-up includes more than 60 brands new to the airport.

Representing how modern, travel-savvy customers shop, the new retail stores of the Shilla Duty Free have incorporated a blend of branded and non-branded counters, as well as engagement zones where brands and categories come together under a single umbrella. These special lifestyle and themed areas are designed to enhance the retail experience through engaging customers in immersive experience spaces.

These include Elements, an area dedicated to gentlemen-specific products, New Generation, showcasing Korean and Japanese cosmetics and perfume brands, and a Curated Zone where featured themes and trendy looks merge into one showcase with perfume, cosmetics and fashion products.