THE WHAT? Shilla Duty Free has announced that it will roll out its mobile review site, Shilla Tipping, internationally, according to a report published by TR Business.
THE DETAILS The rebrand is aimed at promoting K-beauty brands to international travellers, with the site translated into multiple languages, including Chinese, Japanese and English.
“Foreign customers who use The Shilla Duty Free mobile app are either scheduled to visit South Korea or highly interested in South Korean cosmetics,” a spokesperson for the duty free retailer told TR Business. “We will strive to promote K-beauty across the world through Global Shilla Tipping.”
THE WHY? With millennial consumers more inclined to trust user reviews than brand-generated marketing materials, it makes sense to make the 150,000-odd reviews stored on Shilla’s system accessible to all shoppers, regardless of their country of origin or the language they speak.