LG Household & Health Care has partnered with Dufry to open the first History of Whoo airport store outside of Asia, at Vancouver International Airport.

The 22.7sq m space is situated outside the main World Duty Free departures store and will remain open for one year. The pop-up includes luxury fixtures, a back-wall and tester bar counter.

North America debut: The pop-up space aims to convey the luxury and exclusivity of The History of Whoo.

History of Whoo said the airport space aims to convey the Korean skincare brand’s concept, which is a modern reinterpretation of royal court beauty secrets.

The store offers Whoo’s best-selling ranges, including Cheongidan, Gongjinhang, Bichup and Hwanyu.

Success story: Dufry Americas Head of Beauty Beatriz Macedo said the pop-up meets the demands of Vancouver Airport’s most important customers.

Dufry Americas Head of Beauty Beatriz Macedo commented: “This is the first time we have created a space dedicated to a Korean skincare brand outside our main stores in Vancouver Airport. Asians are our main customers in Vancouver and our VIP clients are heavy users of luxury skincare brands.

“With this dedicated space, we have been able to deliver the luxury and exclusivity of The History of Whoo in a premium location and meet the needs of our most important clients. This is already a story of great success.”

Macedo continued: “The History of Whoo is a desirable brand, specifically designed for oriental skin and it was one of the most requested brands by our customers.

“The brand worked with us to develop this incredible, ‘out of the box’ project, creating a unique environment that is welcoming and inviting to customers and enables them to really experience The History of Whoo and its luxury DNA.”

“With this dedicated space, we have been able to deliver the luxury and exclusivity of The History of Whoo in a premium location and meet the needs of our most important clients” – Dufry Americas Head of Beauty Beatriz Macedo 

LG Household & Health Care Beauty Vice President Kim Tae Hoon said: “This first History of Whoo launch outside of Asia indicates a milestone for LG Household & Health Care’s overall business. Our brand aims to capture not only Chinese travellers who are travelling massively to Europe and North America, but various customers around the world.

The pop-up allows travellers to experience The History of Whoo and its luxury DNA via features including a testing bar.

“The strength of History of Whoo is in the brand concept which is a modern interpretation of royal court secrets. At the same time, LG Household & Health Care has outstanding technology in order to provide superior cosmetic products.

“Through these strengths, History of Whoo has already been highlighted in Asian markets and consumers have great appreciation for the brand’s concept and its quality.”

Hoon continued: “We are looking into expanding our counters in Toronto, North America. In Europe we have a plan to launch in major cities through the partnership with European duty free operators.

LG Household & Health Care Beauty Vice President Kim Tae Hoon: “The launch of Whoo in Vancouver will be the crucial stepping stone to introduce LG Household & Health Care’s other brands”.

“The launch of Whoo in Vancouver will be the crucial stepping stone to introduce LG Household & Health Care’s other brands, such as Sum37, Belif and VDL, which have a lot of potential to become popular brands in global markets.

“Sum37 has been acknowledged at major beauty awards in Asia for its outstanding quality and Belif already has a counter in Sephora so it has enough brand awareness to introduce it to global customers.

“Furthermore, VDL focuses on colour products and it has a unique concept aiming to create sensual and animated make-up trends for young women around the world.”

Maude Circle International (History of Whoo’s global distributor) Managing Director Angeline Goh said: “After achieving outstanding results in Korea and across all other Asian traveller hubs, The History of Whoo is now looking at expanding into European and American territories. The primary objective for the brand will be centred around generating a strong brand awareness, enabled by great in-store activations and overall shopper experience.

Cheongidan (above) and Hwanyudongango sets are available to buy at the pop-up.

“This first History of Whoo launch outside of Asia indicates a milestone for LG Household & Health Care’s overall business” – LG Household & Health Care Beauty Vice President Kim Tae Hoon

“Maude Circle International (MCI) will strongly support LG Household & Health Care with its global expansion plans and is very pleased to present our first project for History of Whoo outside Asia with Dufry in Vancouver Airport.”

Goh concluded: “In the second phase, MCI will be looking at expanding Whoo’s presence and investing in selective airports in Europe and USA, targeting the right audience for the brand, which will help retailers to increase their footfall and value contribution to the category. We believe Whoo has the right proposition to offer an untapped market, targeting Millennials who are seeking different product offerings and shopping experiences.”