LF Launches French Niche Perfume Specialty Edit Shop Brand 'Joboy' in Korea

[Asia Economy Reporter Seungjin Lee] LF announced on the 17th that it plans to strengthen its niche perfume business by introducing the French niche perfume specialty select shop 'Jovoy' to the domestic market in February next year.

LF is accelerating its related business by securing the domestic distribution rights of the French niche perfume specialty select shop brand Jovoy to meet the demand for luxury perfumes that has increased since COVID-19. This is a newly launched niche perfume-related business about five years after securing the domestic distribution rights of the French niche perfume brand 'Buly 1803', introduced in 2016, and plans to actively target niche perfume enthusiasts who want to express their individuality through rare scents.

According to the global market research firm Euromonitor, the domestic perfume market, which was worth 440 billion KRW in 2013, exceeded 600 billion KRW in 2019 and is expected to surpass 650 billion KRW in 2023. Among these, the premium perfume market is known to account for more than 90% of the total perfume market.

Jovoy is a niche perfume select shop brand launched in 2010 by perfumer Fran?ois H?nin. It is a specialty select shop that offers niche perfumes from around the world selected under strict standards, including its own brands 'Jovoy' and 'Z?robois'.

Starting with the launch on LF Mall in February next year, LF plans to build an online distribution network to select and introduce brands optimized for domestic consumer preferences, and additionally expand a premium offline distribution network centered on major department stores in the first half of the year. The offline stores will feature interiors that replicate the boutique stores in Paris, providing consumers with a special experience.

An LF official said, "Due to the increasing demand for rare scents and the beauty business strategy to strengthen the perfume category, we have introduced the specialty select shop Jovoy, which carefully selects unique niche perfumes from around the world, to Korea," adding, "Through this new-concept select shop where you can quickly and diversely experience niche perfumes loved by Parisians, we will satisfy MZ generation customers thirsty for finding their own uncommon scent."

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