Japanese beauty brand SK-II has partnered with The Shilla Duty Free to bring Future X Smart Store to Changi airport.

According to SK-II, the smart store merges the latest digital technology with in-store experience to deliver “a convenient and pressure-free shopping experience”.

“Travellers from all over the world now have the chance to experience the brand’s unique phygital retail concept, merging the latest digital technologies with in-store elements to provide travellers [with] a convenient and pressure-free way to shop for skincare,” the brand said in a statement.

The store consists of phygital features such as the Discovery Bar, smart product scan and ‘Skincare GPS’ that help time-conscious travellers locate, learn about and buy SK-II products in the shortest time possible.

At the Discovery Bar, consumers will learn more about SK-II’s range of skincare products at the touch of a button.

The smart product scan tool uses advanced image-recognition technology to help customers locate products quickly. By scanning the SK-II product images they download to their mobile devices, travellers will be directed to the location of their desired product.

The Skincare GPS facility lights up the location of the product on the store shelf to make it quicker and easier for shoppers to find items.

The smart store is a part of SK-II’s foray into retail innovation “and the start of a global transformation to connect with a new generation of consumers who are yearning for more meaningful experiences with the brands”, the company said.

SK-II has launched Future X Smart Stores in Tokyo, Shanghai and Singapore.