Lotte Duty Free Teams Up with Amore to Launch Luxury Brand 'Siyenu' Targeting China

[Asia Economy Reporter Minyoung Cha] Lotte Duty Free announced on the 30th that it will launch ‘Siyenu,’ an exclusive cosmetics brand jointly developed with Amorepacific, a representative of K-beauty, to commemorate its 40th anniversary. This is the first time in the duty-free industry that a distributor and a cosmetics manufacturer have collaborated from the development stage to launch an exclusive brand.

‘Siyenu,’ meaning ‘the pinnacle of timeless art,’ is a luxury anti-aging skincare brand that combines efficacious plants such as reishi mushroom, licorice, and poria with gemstone ingredients like diamond and pearl, along with Amorepacific’s 70 years of skin science technology. In addition to functional products such as Timebrace Serum, Eye Cream, and Ampoule, exclusive products for Lotte Duty Free customers have also been separately prepared.

To launch this exclusive brand with Amorepacific, Lotte Duty Free conducted market research and product development throughout last year. Rather than simply participating in distribution, they collaborated with Amorepacific from the development stage to establish the duty-free industry’s first jointly developed brand.

Lotte Duty Free will open a Siyenu pop-up store on the 12th floor of its Myeongdong main branch on the 31st. The Siyenu pop-up store will continue until the official store opening scheduled for March this year. Siyenu products will be available at Lotte Duty Free Myeongdong main branch, Lotte Internet Duty Free, and Amorepacific’s official online mall.

Lee Gap, CEO of Lotte Duty Free, said, “To commemorate our 40th anniversary, we are launching the duty-free industry’s first exclusive beauty brand in collaboration with Amorepacific, a leading domestic cosmetics company. Lotte Duty Free will continue to strive to provide customers with the best service and new shopping experiences through relentless challenges.”

Lotte Duty Free and Amorepacific plan to conduct viral promotions using famous Chinese celebrities and top Chinese influencers (Wanghong) in the fashion and beauty fields. Subsequently, they will continue comprehensive marketing activities through the opening event and brand launch show to be held at the Star Lounge of Lotte Duty Free Myeongdong main branch in March.

This content was produced with the assistance of AI translation services.