Korean beauty brand Dermaglam Seoul will launch its After Flight Mask in travel retail at this year’s ACI Europe Airport Commercial & Retail Conference & Exhibition in Tel Aviv.
The superfine fibre sheet mask was created to treat dehydrated, tired skin that has been exposed to the conditions of air travel. The mask is infused with hydrating, soothing serum that is said to instantly rejuvenate and wake up tired skin.
Each mask pack weighs 20g and can be sold separately or in boxes of five units.
Dermaglam Seoul will also present its Premium Collagen Repair Anti Aging Mask at the ACI event. The treatment is formulated with ‘cutting edge’ technologies which provide tension, vitality and elasticity to mature skin in 20 minutes, according to the brand.
Dermaglam Seoul currently operates in Israel and has already established a travel retail presence with JR/Duty Free at Tel Aviv’s Ben Gurion Airport (Terminal 1 and 3). Some of its products are available onboard Israir Airlines and Arkia and will be launching onboard El Al from April.
The company is looking to expand globally and said it will use travel retail as a spring-board from which to raise its profile.
The brand’s product range is also sold via Dermaglam Seoul’s own website and through Adika, a leading fashion brand for young women in Israel, and via Yarin Shahaf – the country’s leading make-up artist school.
Dermaglam Seoul’s other products include the Premium Gold Snail Intense Glam Mask. The hydro gel mask acts as a luxury face treatment and provides anti-ageing results.
The company believes its products are ideal for travel retail globally in all distribution channels as the influence of K-Beauty continues to gain traction outside Asia. Dermaglam CEO David Edelstein said: “K-Beauty is essentially a name to categorise the Korean influence upon Western world skincare. K-beauty is focused on health, hydration and a preferred lack of pigment – as opposed to the west’s sun-ravaged aspirations.
“Pristine, perfected and pale skin is a measure of beauty so the products that come out of Asia have high specific standards to enable those goals.
“Dermaglam Seoul masks are flying out through Israeli travel retail; it’s time for this success to go global” – Etti Barkin
“Once, Western brands led the way, now the axis of influence has shifted and due to a combination of factors South Korea has become the global leader in cutting-edge beauty innovation in a relatively short period of time. K-Beauty is believed to be at least seven years ahead of the rest of the world in terms of innovation, which means Western brands naturally seek SoKo’s lead on trends.”
Co-CEO Etti Barkin added: “We are an exclusive brand, only available online, specialist make-up venues or – currently – through Tel Aviv Ben Gurion Airport and onboard selected airlines. We are hoping that exhibiting at the ACI Airport Commercial & Retail Event in Tel Aviv will introduce Dermaglam Seoul to airport and retail delegates from throughout Europe, of course, but our strategy is to seek distribution worldwide.
“We’re able to meet the margin requirements of travel retail and maintain a good value proposition to the consumer. Dermaglam Seoul masks are flying out through Israeli travel retail; it’s time for this success to go global.”
