Korean Air finds the keys to duty free success with SK-II

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

Korean Air has produced some stunning limited-edition covers for its SkyShop inflight duty free magazine down the years but I am not sure it has ever topped its latest effort.

The July edition from the world’s most successful inflight retailer is bound in a padlocked case, the keys to which reside in a small SK-II box glued to the front.

Open the padlock and there is the whopping 268-page July edition, featuring SK-II’s Facial Treatment Essence on the cover.

Korean Air Senior Vice President Catering & Inflight Sales Business Division Heather Cho calls the limited edition ‘Secret Key’ – derived from the meaning of the brand name SK-II.

The project typifies Korean Air’s innovative approach to inflight retail and underlines why the carrier manages to generate annual sales of over US$200 million a year.

Retail theatre in an inflight duty free magazine. Who would have thought it? Then again, we shouldn’t be surprised. After all, it’s hardly the first time that the remarkable Ms Cho and her Korean Air team have provided the key to unlocking duty free success.

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