FAQ, dubbed “the world’s most powerful anti-ageing brand” when it was unveiled at the Moodie Davitt Virtual Travel Retail Expo in October, was launched yesterday into Korean travel retail by Hyundai Department Store Duty Free (Hyundai Duty Free).
The retailer introduced the new brand at the Hyundai Duty Free downtown store in Dongdaemun, Seoul, after what FAQ called “an overwhelming response from buyers at the Virtual Travel Retail Expo”.
FAQ is offered in-store via a dedicated 150sq ft boutique and through Hyundai Duty Free’s successful ecommerce platform.
FAQ is beauty tech and lifestyle house Foreo’s first sister-company launch in a set of portfolios that are yet to come.
“Foreo is hoping that FAQ receives the same cult status that it has enjoyed throughout the years by providing quality devices and cutting-edge technology packaged in aesthetically pleasing devices,” the company said.
FAQ said that the decision to launch first in Korea through Hyundai underlined the company’s belief that Seoul is the key market in developing the travel retail channel.
“The decision is no doubt a strategic move to boost brand awareness throughout Asia, as many, if not all, skin and beauty trends emerge first from Korea,” FAQ commented. “Dongdaemun is the largest tourism shopping area in Korea, and with 49 years’ experience in distribution, Hyundai Department Store Group is well versed in launching new brands into global powerhouses.
“The brand has already generated mass amounts of buzz through retailers and customers alike, all who are eager to get their hands on the line, which promises to enable the consumer to take control of the ageing process.”
