THE WHAT? Coty and Shilla Duty Free have updated their joint digital business plan with a view to beefing up their omnichannel shopping offer in travel retail. The pair will focus on digital innovation, data analytics, retailer exclusivity and regional expansion.

THE DETAILS According to a report published by Frontier, the duo will usher in Korea’s first omnichannel Super Brand Week featuring brand promotions, as well as developing online-to-offline marketing campaigns. The first will omnichannel masterclasses featuring AI-supported elements.

THE WHY? Guilhem Souche, Senior Vice President GTR at Coty told Frontier, “In the constantly evolving landscape of beauty in Travel Retail, it is crucial that Coty keeps offering unparalleled digital experiences. Shilla remains a key partner to Coty, and we are very proud that together we continue to deliver new digital initiatives and set benchmarks for today’s consumers, who are always at the heart of our business.”