Lotte and Amorepacific develop new brand, Sienu, exclusive to travel retail

By Charlotte Turner |

Lotte DF 40th anniversary Sienu launch leadThe world’s second largest duty free & travel retail operator, Lotte Duty Free has developed and launched a new Korean skincare brand, Sienu with beauty giant Amorepacific, exclusively for travel retail to celebrate Lotte’s 40th anniversary this year.

 

TRBusiness understands that this launch is just one of a list of numerous exclusive products that the company will introduce to travel retail this year, in collaboration with ‘famous brands’ to celebrate its milestone year.

 

Tapping into a huge demand for Korean beauty brands, Lotte will open a Sienu pop-up store on the 12th floor of its busy Myeongdong duty free store tomorrow (31 January).

 

A standalone store is due to follow in March along with an official brand launch event.

 

MULTI AWARD-WINNING BEAUTY HOUSE: AMOREPACIFIC

Amorepacific, one of Asia’s leading beauty houses, walked away with two Travel Retail Awards in May 2019 for their hugely popular Sulwhasoo and Laneige brands.

 

 

TRBusiness published an exclusive interview with Amorepacific’s TR Unit EV, Michael Youngsoo Kim in July last year.

 

Lotte said that it is the first time that a duty free operator has collaborated with a cosmetics company in this way; being involved from the brand development stage all the way through to launch and distribution of products.

 

Sienu, which carries the tagline ‘time is art’, is described as a luxury anti-ageing skincare brand that combines natural ingredients such as the lingzhi mushroom (otherwise known as Ganoderma) with other raw materials such as diamonds and pearls.

Lotte DF Amorepacific Sienu 40th anniversary

Tapping into a huge demand for Korean beauty brands, Lotte will open a Sienu pop-up store on the 12th floor of its busy Myeongdong duty free store tomorrow (31 January).

Benefitting from AmorePacific’s 70 years of research and experience, Lotte has created the Time Brace line including, an emulsion, a serum, eye cream, along with luxurious day and nights creams.

 

THE POWER OF WANGHONG

The line will be available at the Lotte Duty Free Shop in Myeongdong and online through the Lotte Duty Free website as well as through Amorepacific’s ecommerce site.

 

Lotte CEO Kap Lee said: “Lotte Duty Free continues to provide the best services and new shopping experiences for our customers and will strive to continue doing so.”

 

Lotte and Amorepacific will promote the launch of the new brand heavily with the help of its Wanghong network (Chinese celebrities) in fashion and beauty circles.

Lotte DF Amorepacific Sienu brand line

Benefitting from AmorePacific’s 70 years of research and experience, Lotte has created the Time Brace line including, an emulsion, a serum, eye cream, along with luxurious day and nights creams.

The company also plans hold a grand launch event which will be held at the Star Lounge inside Lotte Duty Free’s Myeongdong store (where TRBusiness attended a Coty event at the end of last year).

 

Lotte Duty Free, which will celebrate its 40th anniversary on 14 February, unveiled a special anniversary emblem, desktop calendar, and a shopping bag in collaboration with Stephen Wilson last December.

 

As was reported, Lotte also hosted a drone show with Lancôme earlier this month.

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