Shilla免 Strengthens Differentiated Content Strategy... La Prairie's 'Contactless Beauty Class' Successfully Concluded

Providing NFTs to Customers Participating in Non-Face-to-Face Beauty Classes... Online-Offline Linked Benefits
"Expanding Differentiated Content Such as Metaverse and Hybrid Online-Offline Beauty Classes"

The 'La Prairie Non-face-to-face Beauty Class' conducted online by Shilla Duty Free on the 14th (Photo by Shilla Duty Free).

[Asia Economy Reporter Yuri Kim] Shilla Duty Free announced on the 17th that it successfully held the fourth non-face-to-face beauty class with Swiss luxury cosmetics brand La Prairie by inviting about 200 VIP customers from the duty-free shop on the 14th.

Shilla Duty Free's non-face-to-face beauty classes have been held a total of six times since July last year, the first in the duty-free industry. Shilla Duty Free stated, "Leveraging the strength of operating the world's largest cosmetics and perfume duty-free stores both domestically and internationally, we have successfully conducted various events with famous cosmetics brands such as La Prairie, Gucci Beauty, and Burberry Beauty, solidifying our cooperative relationships."

Shilla Duty Free had previously conducted face-to-face beauty classes but has been holding them online (non-face-to-face) since the spread of COVID-19. Through the previous three La Prairie non-face-to-face beauty classes, they recorded an average triple-digit sales growth, proving the effectiveness.

At the beauty class held on the 14th, hosted by former announcer Sunyoung Park, La Prairie's education manager gave a lecture and collaborated with female artists to introduce La Prairie's new product, 'Skin Caviar Harmony L'Extrait,' based on various contents. Participants had the opportunity to experience the product delivered to them in accordance with the education manager's demonstration.

In particular, this beauty class was designed to allow attendees to enjoy benefits linking online and offline by providing attendees with commemorative non-fungible tokens (NFTs). Shilla Duty Free said, "The tokens provided at the beauty class are part of consumer experience innovation that connects online events with offline store benefits. Attendees can present the NFT tokens to staff at La Prairie stores in Shilla Duty Free Seoul and Incheon Airport Terminal 2 to receive exclusive benefits."

A Shilla Duty Free official said, "Aiming to provide new shopping experiences using various contents, we will take the lead in customer service innovation through diverse attempts such as non-face-to-face beauty classes on metaverse platforms and hybrid online-offline beauty classes in the future."

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