Shinsegae International Launches Premium Haircare Brand 'Davines' in Korea

[Asia Economy Reporter Song Seung-yoon] Shinsegae International announced on the 5th that it has acquired the exclusive domestic distribution rights for the Italian haircare brand 'Davines' and will officially launch its domestic business starting from the 1st of next month.

Davines is a luxury haircare brand that began in Italy in 1983, offering professional hair products produced in an environmentally friendly and ethical manner. It is currently present in 97 countries worldwide and is distributed in over 500 hair salons and various online and offline stores domestically.

Davines' products are mainly used in high-end hair salons and have gained a reputation in Korea as high-performance professional products. The bestseller product, 'Energizing Shampoo,' is priced at around 120,000 KRW for a 1000ml bottle and is affectionately called the 'Celebrity Shampoo' or 'Cheongdam-dong Shampoo,' receiving much love. In addition, the brand offers a variety of products through a segmented line that allows selection based on function, scalp, and hair type.

Shinsegae International plans to grow Davines into the top hair salon brand domestically while actively expanding both online and offline stores to increase brand volume. Since Davines' main distribution channel is hair salons, they will first establish an in-house salon-dedicated infrastructure and engage in professional and systematic product education and brand marketing activities. They will expand offline distribution channels beyond the current presence in stores like Chicor and Boon the Shop and also activate online sales. In the future, stores will be sequentially opened in major department stores nationwide. Sales will also be conducted through major online malls, including their own online mall, SI Village.

A Shinsegae International official stated, "Davines is a luxury brand used by professionals, equipped with excellent functionality and quality," adding, "As the premium haircare market is growing, we plan to actively expand B2C business targeting general consumers alongside the B2B business we have been conducting."

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