Shilla Duty Free Opens 'Perfume Specialty Hall' Amid Growing Popularity of Premium Niche Fragrances

Shilla Duty Free announced on the 18th that it will launch a perfume specialty section on its online duty-free store in response to the growing popularity of niche perfumes, which have become essential items at duty-free shops.

After analyzing recent customer purchasing trends, Shilla Duty Free found that premium niche perfumes are highly popular, leading to the opening of the perfume specialty section called ‘Perfume Bar’ on its online duty-free store. The service also offers personalized perfume curation and the latest perfume trend information.

At the ‘Perfume Bar,’ customers can experience personalized recommendation services such as the ‘Scent Wheel’ feature, which suggests perfumes based on 16 scent notes that determine fragrance preferences, and the ‘Scent Advisor’ feature, which helps customers unfamiliar with perfumes receive recommendations by answering six simple questions.

The ‘Perfume Bar’ hosts popular niche perfume brands already operated by Shilla Internet Duty Free, including Byredo, Diptyque, Penhaligon’s, Creed, and Jovoy.

To celebrate the opening of the perfume specialty section, a giveaway event will be held. In the first phase, until September 15, five customers who participate in the opening comment event will be selected by lottery to receive an authentic Penhaligon’s perfume worth $92. In the second phase, sampler sets of Montale, Mancera, and Amouage perfumes will be given away.

Shilla Duty Free has continuously led the industry by launching new brands in the niche perfume category for the first time in duty-free shops. In 2021, it was the first to introduce Van Cleef perfumes to duty-free stores, and last summer, it opened stores for Graff Perfumes, Jovoy, and Parfum de Marie, all for the first time in duty-free shops.

A Shilla Duty Free representative said, “As the largest operator in the cosmetics and perfume sector, we have prepared a perfume specialty section, which is considered an essential item at duty-free shops,” adding, “We will continue to actively reflect consumer trends to provide customers with new shopping experiences.”