Lotte Duty Free Myeongdong Main Store, Exclusive Opening of Beauty Brand Nonfiction

Myeongdong Main Store 11th Floor Opens... First Duty-Free Channel Entry
Commemorative Gifts and First Half Customer Invitation Events

Lotte Duty Free Myeongdong Main Store, Nonfiction Store (Photo by Lotte Duty Free).

Lotte Duty Free announced on the 20th that it has exclusively opened an offline store of Nonfiction, a lifestyle beauty brand popular among the MZ generation (Millennials + Generation Z), on the 11th floor of its Myeongdong main branch. This is the first time Nonfiction has entered an offline duty-free channel through Lotte Duty Free.

Nonfiction, which is rapidly growing with its stylish branding, is a designer brand first launched in Seoul in 2019. It mainly offers perfume and body care product lines. Gentle Night Eau de Parfum and Santal Cream Hand Cream are considered Nonfiction's best items.

Recently, Nonfiction expanded its category by launching a home fragrance collection, offering a variety of products that cover overall lifestyle. As of this month, it operates signature stores in four locations including Seoul and Busan. Last year, it expanded its business globally by holding pop-up stores at Isetan Department Store in Tokyo, Japan, and in the Marais district of Paris, France.

To commemorate the exclusive opening of Nonfiction at the Myeongdong main branch, Lotte Duty Free is conducting an online and offline gift event. Customers who purchase Nonfiction products will receive one of five types of hand cream or a body and hand care sample kit on a first-come, first-served basis. Customers who spend over $100 will receive a signature black eco bag, and those who purchase hand cream will additionally receive a squeezer. Lotte Duty Free plans to collaborate with Nonfiction in the first half of this year to hold a star lounge event inviting top-tier customers.

Im Hyeong-il, Head of Product Division 1 at Lotte Duty Free, said, "To meet the increasing demand for duty-free shopping, we are discovering trendy brands preferred by both domestic and foreign customers," adding, "Lotte Duty Free will strengthen its cosmetics lineup and expand popular items to prepare for welcoming customers."

Meanwhile, this month Lotte Duty Free is introducing popular domestic rising brands such as Numbersin, Pui, La Vie en, Hamel, J's Derma, Surnals, and Dermaperm to customers. Recently, it also added global luxury beauty brands including Moncler Perfume, Carriere Freres, and Lancaster.

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