Swiss anti-ageing brand FAQ launched a new counter at The Shilla Duty Free Seoul Downtown Store on 7 June 2022.
It marks the second FAQ store in Seoul, following the launch of its first counter at Hyundai Department Duty Free Store Dongdaemun in December 2020.
“We are ecstatic to have locked in yet another on-ground presence for FAQ in Korea and increase our point of sales for the ease of consumers,” said Global Travel Retail Director Gary Leong.
“The devices available under the brand are truly a phenomenon to those seeking anti-ageing treatments that actually work, and we look forward to being able to introduce and share our beloved brand with more people.
“Partnering with The Shilla has only made the process more streamlined for us, and we thank them for their continued support and cooperation.”
First introduced by Foreo in October 2022, as reported by TRBusiness, FAQ has employed an ‘aggressive’ marketing strategy since its inception to raise awareness of its positioning within the luxury beauty category and win in-store counters.
There are three devices available in the range, each featuring results driven facial rejuvenation technologies for use at home.
Yet another boost for the brand comes courtesy of ELLE Korea, which highlighted the FAQ 100 range as the Editor’s Pick in its June issue, earning it the famous emblem that serves as a sought-after mark of recommendation.
The new counter adds to FAQ’s growing presence in the Asia Pacific region, with points of sale in destinations including Singapore, China, Hong Kong and Macau.
Its placements include Tangs Plaza in Singapore, Macau International Airport, Heinemann Macau, CDF Sanya Duty Free Shopping Complex, Hainan Tourism Duty Free Shopping Complex (HTDF), GDF Plaza, and Haikou Meilan International Airport, China.
The brand is also listed on YOHO, one of the largest e-commerce platforms in Hong Kong.
FOREO AND THE SHILLA
Swedish beauty-tech brand Foreo has been working with The Shilla since 2018 as the main strategic partner for its travel retail arm.
The relationship has given rise to five Foreo counters, as well as the newly launched FAQ counter at The Shilla Duty Free Seoul Downtown Store, contributing significantly to its total of 18 duty free counters in Korea across Seoul, Busan, Jeju and at Incheon International Airport.
As reported, South Korea recently lifted quarantine restrictions for fully vaccinated arriving international travellers holding valid negative test certificates, marking an important milestone in tourism recovery.