SK-II debuts Future X Smart Store in Changi Airport to reinvigorate travel retail market

By Amanda Lim

- Last updated on GMT

Skin care brand SK-II has unveiled the first travel retail beauty smart store in Singapore. ©SK-II
Skin care brand SK-II has unveiled the first travel retail beauty smart store in Singapore. ©SK-II
Skin care brand SK-II has unveiled the first travel retail beauty smart store in Singapore to help reinvigorate the increasingly important travel retail channel.

Located in Shilla Duty Free, the Future X Smart Store by SK-II is a global learning lab for our brand to connect with consumers by creating seeds to create a next-level retail experiences by using technology technology.

“The Future X Smart Store is part of SK-II’s global innovation journey to transform skincare retail experiences and SK-II is excited to bring this into the​  travel retail environment with Shilla Duty Free and Changi Airport," ​said a spokeswoman

Enhancing shopping for travellers

The store features “phygital” features such as the Discovery Bar, the Smart Product Scan and the Skincare GPS.

The company added these were designed with time-pressed travellers in mind to help them learn and shop for products quickly and efficiently.

The features are also meant to take the intimidation and pressure out of shopping in the offline retail space, giving “control back to the consumer by giving her options to browse, shop and learn about her skin at her own pace and her own terms.”

Additionally, the company will use the real-time insights and feedback to “inform the future of brick-and-mortar retail”.

“From our first launch in Tokyo, we have seen high interest levels from consumers – from visiting the pop up to sharing and posting on social media. We saw great opportunity to adapt to new shopping behaviours in travel retail, which is a huge priority for SK-II, and to bring innovation to consumers in the travel retail space," ​said the spokeswoman.

Connecting with consumers through technology

The spokeswoman told CosmeticsDesign-Asia that it was important to drive retail innovation even though it has been experiencing “unprecedented growth of demand for SK-II”.

“Many of SK-II’s core products like FTE, GAE and RNA have been runaway hits with our consumers in Japan, other Asian markets and travel retail channels and a great testament to the level of connection and engagement we have with our consumers.”

She added: “With Future X Smart Store, we are take connecting and engaging with our consumers to the next level by creating meaningful experiences via emerging technology.”

The company believes this is only the beginning in its foray into using technology to create next-level retail experiences.

“We are still in early days and are simply scratching the surface. Stay tuned, there’s more to come."

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