(L-R) Hye-jin Lee, Senior Vice President of Global Marketing Strategy at Amorepacific, and Hyun-cheol Kim, Executive Vice President of Sales & Marketing at Shinsegae Duty Free, following the signing ceremony on August 28, 2026.

Shinsegae Duty Free has partnered with Amorepacific to integrate the beauty group’s Beauty Point loyalty programme into its online duty-free platform, in what the companies say is a first for a Korean travel retailer.

The two companies signed a Memorandum of Understanding on 28 August at The Westin Josun Seoul, with the partnership designed to connect Shinsegae Duty Free’s online mall directly with Amorepacific’s membership ecosystem.

The integration will allow domestic and international travellers purchasing participating Amorepacific brands to earn Beauty Points alongside Shinsegae Duty Free shopping benefits. Brands covered include Sulwhasoo, Hera, Laneige, Aestura, Iope and Primera.

Shinsegae Duty Free said the initiative is intended to move beyond short-term promotional activity towards a longer-term, data-led CRM model, with the retailer planning to expand direct membership partnerships to other global and domestic brands. The strategy will connect loyalty rewards with targeted promotions, influencer campaigns and exclusive products, with the aim of driving customer retention and repeat purchases.

“Cosmetics represent our flagship category, accounting for approximately 60% of Shinsegae Duty Free’s total sales,” said a Shinsegae Duty Free spokesperson. “This partnership with Amorepacific significantly strengthens our beauty competitiveness while establishing a new global standard in travel retail by organically connecting duty-free shopping with direct brand loyalty.”

To support the launch, Shinsegae Duty Free is running its ‘AMORE Beauty Shinsegae’ promotion through 30 August, covering 11 Amorepacific brands. Customers linking their accounts can receive up to 5,000 Beauty Points, comprising 2,000 points when accounts are connected and a further 3,000 upon order collection. Qualifying purchases across participating brands will also earn an additional 1% in Beauty Points based on the final payment amount.

The campaign includes duty-free-exclusive product configurations and gifts from Sulwhasoo, Hera and Aestura, alongside tiered rewards based on spend. The five highest spenders during the campaign will receive two complimentary passes to Paradise City Cimer Spa.

Shinsegae Duty Free plans to follow the launch with three further ‘Mega Sale’ campaigns timed around major international holiday periods through 2027.

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