As a Department Store Service Tourism Product... Lotte Department Store Launches K-Beauty Tour

Experience Pouches, Beauty Classes, Makeup Services, etc.
Targeting Foreign Tourists... Store Expansion After Main Branch Launch
Foreign Beauty Sales from Jan to Jul Up 5x Year-on-Year

Lotte Department Store is launching a 'K-Beauty Tour' service for foreign tourists visiting Korea.

Foreign tourists are participating in the K-Beauty class held at the Lotte Department Store main branch on the 3rd [Photo by Lotte Department Store].

Lotte Department Store announced on the 7th that it will operate the K-Beauty Tour service with the goal of making the department store's beauty shops a 'must-visit tourist course.' The K-Beauty Tour is an exclusive service for foreigners to experience K-Beauty in various ways. Starting with the main branch this month, the service plans to expand to other stores such as Jamsil Branch and Busan Main Branch in the future.

Lotte Department Store will give away a free 'K-Beauty Pouch' so that foreigners can try various brand products while traveling in Korea. The pouch contains large-sized samples from 12 popular K-Beauty brands including Sulwhasoo, Hera, and Tamburins. The total value is over 150,000 KRW when converted to full product sizes. Lotte Department Store explained that the pouch is carefully curated with products needed during travel, such as cleansing, body care, skincare, and color makeup from each brand. From this month until the end of the year, visitors to the 'Tax Refund Desk' on the first floor of the main branch can receive the pouch on a first-come, first-served basis, limited to one per person, by showing the K-Beauty Pouch event screen on Lotte Department Store’s English website or the Korea Tourism Organization website, or by presenting a special coupon downloaded from the WeChat Pay or Alipay application.

The 'K-Beauty Class' is also being held. The class held on the 3rd and the Sulwhasoo class scheduled for the 10th received great popularity, with applicants exceeding four times the number of available spots. Participants can experience not only beauty trends but also royal court tea and snacks in collaboration with a famous chef, as well as bojagi art using traditional Korean patterns.

Starting from the 8th, the 'K-Beauty Salon,' where customers can receive makeup from experts, will also be operated. At the Jung Saem Mool and Hera stores in the main branch, foreign tourists who purchase over 1 million KRW on the same day at the main branch will receive free one-on-one customized consulting and makeup services covering skin expression, lip & cheek, and eye makeup. The services are provided by makeup artists who have completed professional training for each brand, and the sessions will last about 20 minutes depending on the brand and service offered.

From January to July this year, sales of beauty product categories purchased by foreign tourists at Lotte Department Store increased fivefold compared to the same period last year. The main branch, located in the heart of the Myeongdong tourist district, saw an increase of more than seven times during the same period.

Meanwhile, the Beauty Salon, an offline makeup reservation service launched by Lotte Department Store in April, initially started with 16 color cosmetics brands and now offers various beauty services for free across a total of 60 brands. It has attracted great attention with 50,000 customers using the service so far. In September last year, the main branch also renewed and reopened the largest 'Luxury Beauty Hall' in Korea, housing more than 80 beauty brands.

Kim Jisoo, Head of Beauty & Accessories Division, said, "Just as people take cooking classes in Thailand or surfing classes in Bali, our goal is to have visitors to Korea take Lotte Department Store’s ‘K-Beauty Class.’"

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