Shilla Duty Free Strengthens Niche Perfume Lineup... Opens Select Shop 'Liquid Perfume Bar'

Shilla Duty Free announced on the 22nd that it will strengthen its product lineup by opening a niche perfume curated shop brand, ‘Liquid Perfume Bar,’ on its online duty-free store in response to the growing popularity of niche perfumes.

Shilla Duty Free has been continuously introducing new brands in the niche perfume category for the first time in duty-free stores. In 2021, it was the first duty-free store to carry ‘Van Cleef Perfume,’ and last summer, it opened stores for ‘Graff Perfume,’ ‘Jovoy,’ and ‘Parfum de Marie,’ all for the first time in duty-free. Additionally, various brands such as ‘Huda Beauty,’ which was the first to enter global duty-free stores, ‘Helena Rubinstein,’ ‘Maison Margiela Perfume,’ and ‘MCM Perfume’ entered Korea through Shilla Duty Free before department stores or regular retail outlets.

‘MCM Perfume’ was globally first launched at Shilla Duty Free in April 2021 and gained high popularity mainly among Chinese customers based on Shilla Duty Free’s professional duty-free business management capabilities. It later entered other domestic and international duty-free stores, establishing itself as a popular brand. The niche perfume brand ‘Van Cleef Perfume’ also grew into a brand with monthly sales reaching up to $1 million at Shilla Duty Free after its first duty-free entry in November 2021.

Shilla Duty Free is introducing ‘Liquid Perfume Bar,’ a high-end niche perfume concept store that has attracted attention from customers and perfume enthusiasts, on its online duty-free store. Since the 20th, a new entry event for ‘Liquid Perfume Bar’ has been underway, offering all customers who make a purchase a Liquid Perfume Bar eco bag and a travel liquid clip pen set (2 pieces). Customers who purchase over $150 will additionally receive three perfume samples and a sample pouch.

French niche perfume curated shop ‘Jovoy,’ which opened its first offline store at Shilla Duty Free last year, is also running an exclusive promotion. All customers purchasing online and offline will receive two Jovoy samples, and customers who spend over $80 will receive two Jovoy samples, an empty perfume bottle, and a Jovoy eco bag.