Shinsegae Duty Free Changed into a 'Kodeok Playground'

V&A Beauty's flagship product.

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Duty Free announced on the 10th that it will completely revamp its beauty category.

Shinsegae Duty Free will transform its main store beauty section in three directions: ‘Artistic,’ ‘Fragrance Base,’ and ‘Vegan & Clean,’ once again establishing itself as the ‘Mecca of Beauty’ and the ‘Playground for Beauty Enthusiasts.’

First, reflecting recent beauty and consumer trends, Shinsegae Duty Free will expand and reorganize its existing beauty brands from about 200 to 240. Among these, K-beauty brands will be significantly increased from 90 to 106.

At the artistic beauty brand stores combined with art, customers can experience ‘beauty (美).’

Following the representative Korean artistic cosmetic brand ‘Tamburins,’ Shinsegae Duty Free will open an exclusive store for the UK contemporary art & beauty brand V&A Beauty. V&A is a brand embodying the artistic spirit of the V&A Museum, established by Queen Victoria and Prince Albert.

This aligns with Shinsegae Duty Free’s direction of art management, which includes permanently exhibiting the large-scale work ‘Y’ by Belgian contemporary artist Carsten H?ller, known as a maverick in the modern art world, on the 10th floor of the beauty store, and providing an art space showcasing works by emerging Korean artists.

Reflecting recent value consumption trends, vegan and clean beauty brands will also be introduced.

Clean beauty brands exploring good ingredients and sustainability such as ‘Melin & Getz,’ global vegan skincare ‘Glow Oasis,’ organic vegan skincare ‘Dr. Olga,’ and naturalistic beauty brand ‘Renouveau’ will have exclusive stores.

Brands offering ‘Korgasm’ (the pleasure of smelling scents through the nose), which has emerged as a new healing trend in the suffocating daily life due to masks, will also be extensively introduced.

In January this year, sales of fragrance-related products at Shinsegae Duty Free rose 24% compared to the monthly average of the previous year and increased 106% year-on-year, showing high popularity. Shinsegae Duty Free actively reflected this trend by attracting various concept fragrance brands.

They will showcase a variety of fragrance bases including the UK premium fragrance brand ‘Molton Brown,’ niche perfume brand ‘Truudon,’ French candle brand ‘Cire Trudon,’ scent beauty brand ‘Cosmic Mansion,’ and perfumed body care brand ‘J.Mela.’

Moreover, the store itself will transform to enhance customer convenience.

The store will expand from the 10th floor to the 11th floor at the Myeongdong branch and operate pop-up experience zones for new K-beauty and perfume brands.

Additionally, the online mall will undergo major changes alongside the offline stores.

Brands popular among younger generations on online platforms such as Olive Young, Lalavla, and Alibaba, including ‘Anua,’ ‘Ibeam,’ and ‘I’m Youni,’ will be launched simultaneously online and offline. Lifestyle beauty brand ‘Nonfiction,’ trending on SNS, and ‘Yuz,’ popular as a solid perfume among flight attendants, will also be introduced on the online mall, making Shinsegae Duty Free a hot place for the MZ generation (Millennials + Gen Z) beauty enthusiasts.

Furthermore, high-functionality beauty brands ‘The Refuse’ and ‘EFG Ology,’ as well as makeup products from ‘Matier,’ a brand located in Isetan Department Store in Tokyo, Japan, will be launched.

A Shinsegae Duty Free official said, “To differentiate in the beauty category, we have implemented a large-scale revamp through launching new brands reflecting the latest trends and remodeling stores. We will continue to strengthen our competitiveness to live up to the nicknames ‘Mecca of Beauty’ and ‘Playground for Beauty Enthusiasts.’”

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