Poire vs Oera... Clash to Capture 'Gangnam VIP'

Department Store Cosmetics Business Showdown
Store Layout Based on VIP Customer Flow
Services Including Spa and Skin Care

Oera Signature Prestige Cream

[Asia Economy Reporter Seungjin Lee] Chung Ji-sun, Chairman of Hyundai Department Store Group, and Chung Yoo-kyung, General Manager of Shinsegae Department Store, have clashed in the cosmetics business and started catering to VIP customers.

Hansome, a fashion specialist company under Hyundai Department Store Group, will open the first offline store of the luxury cosmetics brand ‘Oera’ on the first floor of Hyundai Department Store Apgujeong Main Branch on the 27th. Oera, the first cosmetics brand introduced by Hansome since its founding, is positioned as a ‘luxury skincare brand,’ with main product prices ranging from 200,000 to 500,000 KRW, making it a high-end brand.

The first Oera store entrusted its interior design to the UK-based ‘CMK’ and is located right next to the escalator, in the middle of overseas luxury brand stores. The store layout was carefully planned to be positioned along the main routes frequented by VIPs. Oera also plans to offer services using Oera products targeted at VIP customers. Once COVID-19 social distancing measures are eased, they plan to provide ‘spa services’ and ‘1:1 management programs’ utilizing Oera products.

A Hyundai Department Store official explained, "We have already conducted preliminary promotional work to introduce Oera to Hansome brands and department store VIP customers," adding, "We plan to offer various services for VIP customers using Oera in the future."

Poiret Powder Balm Palette

‘Poare,’ which opened an offline store on the first floor of Shinsegae Department Store Gangnam Branch, is also targeting VIP customers. The Poare store was placed right next to the VIP customer drop-off and pick-up entrance to increase accessibility, and it is located along the route to the VIP lounge ‘Upper House,’ which is situated between the first and second floors, ensuring that VIP customers continuously encounter the brand while using the department store.

In the future, the Upper House plans to provide VIP customer services using Poare. They plan to showcase new products to VIP customers before official release and offer skincare services using the products.

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