Shilla Myeon, First in Duty-Free Industry to Host 'Contactless Beauty Class'

Shilla Duty Free announced that it successfully held the La Prairie Beauty Class for about 100 VIP customers on the 8th (Photo by Shilla Duty Free).

Strengthening Domestic Marketing by Partnering with Global Beauty Brands
'La Prairie' Non-Face-to-Face Beauty Class on the 8th... Targeting Domestic Premium Customers
La Prairie New Product 'Pure Gold Collection' Launch Commemorative Non-Face-to-Face Beauty Class

[Asia Economy Reporter Yuri Kim] Shilla Duty Free announced on the 9th that it will strengthen domestic marketing by resuming customer-invited beauty class events, which were suspended due to COVID-19, in a non-face-to-face format.

Shilla Duty Free stated that it successfully held a La Prairie beauty class for about 100 VIP customers on the 8th. This event was the first non-face-to-face virtual beauty class in the duty-free industry conducted by Shilla Duty Free to maintain continuous engagement with customers during the COVID-19 situation and to explore new marketing opportunities.

Since 2018, Shilla Duty Free has maintained a strategic partnership with the Swiss luxury cosmetics brand La Prairie. Starting with the exclusive launch of La Prairie products at Shilla Duty Free in March 2018, large-scale customer invitation events were held consecutively in 2018 and 2019, and since February last year, a La Prairie pop-up store has been operated at Incheon Airport Terminal 2.

This non-face-to-face beauty class was hosted by former announcer Sunyoung Park and featured demonstrations and lectures by beauty experts including La Prairie education managers, introductions to artist collaborations, and experiences with the new product 'Pure Gold Collection.' The live footage of the non-face-to-face beauty class will be released through Shilla Internet Duty Free after the event concludes.

Customers who participated in the beauty class had the opportunity to experience the new product remotely through items such as the 'Pure Gold Collection' and artist collaboration booklets, which were delivered in advance. The new product 'Pure Gold Collection' introduced in the non-face-to-face beauty class contains gold ingredients that nourish the skin and provide radiance and energy.

A Shilla Duty Free official said, "Based on our experience communicating with customers through the duty-free industry's first social review platform 'Shilla Tipping' and our own live commerce platform 'Shilla TV,' we were able to plan a new marketing event called the 'Non-Face-to-Face Beauty Class.' Although the COVID-19 situation is challenging, we will continue to collaborate with various brands online in new ways for domestic customers."

This content was produced with the assistance of AI translation services.