Guerlain and Shilla wow with global premiere at Changi
Airport brand communications are not limited to classical advertising. Increasingly the world’s most powerful beauty, liquor, confectionery, fashion and luxury brands, in particular, are implementing major pan-airport campaigns embracing in-store and concourse media, VR technology, pop-ups and various forms of consumer engagement. Sight Lines introduces Engage, a new section dedicated to the world’s biggest, most vibrant airport campaigns.
“A series of opulent experiences.” That’s what Changi Airport Group Senior Vice President, Airside Concessions Teo Chew Hoon is promising travellers this summer after the unveiling of a pioneering pop-up concept by French beauty house Guerlain and The Shilla Duty Free Singapore this month.
The Terminal 3 outpost celebrates the worldwide premiere of the brand’s new-generation Abeille Royale skincare creams
and highlights some of the LVMH-owned house’s best-selling fragrance and make-up lines.
Shilla described the outpost as “a never-before-seen three-axis pop-up store” for the brand. Shilla enjoys global travel retail and Asian exclusivity for the Abeille Royale launch.
The “natural and sensorial universe” of Abeille Royale allows consumers to have a full skin diagnosis; discover the island of Ouessant, which is home to the black bees that provide a sustainable source of superior ingredients, through VR technology; taste the sweetness of honey (a key element of Abeille Royale and the Guerlain brand image); and relax with complimentary hand massages.
To complete their full beauty routine, travellers can indulge in Rouge G’s customisation concept and create their own free personalised ribbon bracelets.
Shoppers can also choose their favourite summer scent from the Aqua Allegoria collection through a personalised fragrance consultation.