Lotte targets MZ shoppers and VIPs with latest beauty developments

By Charlotte Turner |

Leading South Korean travel retailer, Lotte Duty Free has bolstered its beauty portfolio with the addition of a new physical store from native brand, Nonfiction, said to be popular with the MZ generation (an amalgamation of millennials and Gen Z). It also hosted a prestige Lancôme event for its VIPs at the Lotte World Tower in January.

 

Situated on the 11th floor of Lotte’s main store in Myeongdong, the Nonfiction physical store is the first for the lifestyle beauty brand, in duty free.

 

First launched in Seoul in 2019, the brand offers perfumes and body care products, with a focus on signature scents as well as raw and ‘clean’ ingredients.

 

“We have eliminated 17 harmful ingredients such as sulphates, parabens and phthalate, from our formulas,” said the brand on its own website.

 

Nonfiction recently launched a home fragrance collection, among other connected products.

 

Lotte is hosting an online and offline gifting event to mark the opening of its Nonfiction store in Myeongdong.

Lotte is hosting an online and offline gifting event to mark the opening of its Nonfiction store in Myeongdong.

Nonfiction now operates a total of four stores in Seoul and Busan, a pop-up store at the world-renowned Isetan Department Store in Tokyo and has another in Paris.

 

Special opening event for Nonfiction

Lotte is hosting an online and offline gifting event to mark the opening of its Nonfiction store in Myeongdong.

 

Five types of hand creams or body and hand care sample kits will be gifted on a first-come, first-served basis to customers who purchase Nonfiction products.

 

Amongst other benefits, the brand is giving away a bag when a customer spends $100 or more.

Situated on the 11th floor of Lotte’s main store in Myeongdong, the Nonfiction physical store from the lifestyle beauty brand is the first in duty free

Situated on the 11th floor of Lotte’s main store in Myeongdong, the Nonfiction physical store from the lifestyle beauty brand is the first in duty free

Lotte also plans to invite its VIP customers to a Nonfiction event at its Star Lounge in the first half of this year.

 

Lim Hyung-il, Lotte Duty Free’s Head of Product Division 1, said: “To meet the increasing demand for duty free shopping, we are discovering trendy brands which are popular with domestic and foreign customers.”

 

Lancôme Beauty Class in January

Also in January, Lotte hosted another VIP event in partnership with L’Oréal-owned brand Lancôme.

 

The French beauty brand offered product demonstrations of its prestige skin care line, Absolue, while offering personalised skin consultations.

Lancôme offered product demonstrations of its prestige skin care line, Absolue, while offering personalised skin consultations.

 

The Beauty Class was held on 17-18 January for 40 Korean VIP customers at Lotte’s World Tower store.

 

The event, which was held at the VIP Star Lounge on the 8th floor of Lotte Duty Free’s World Tower, was divided into four sessions on the 17-18 January.

 

The French beauty brand offered product demonstrations of its prestige skin care line, Absolue, while offering personalised skin consultations.

 

According to Lotte, the percentage of sales to its VIP or top-tier customers has doubled from roughly 10% in 2018 to 20% in 2022.

 

In accordance with the trend, Lotte is offering more benefits, services, whilst adding more events to its calendar – both offline and online – for its VIP customers, with its famous Star Lounges playing a key role.

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