SOUTH KOREA. Lotte Duty Free has launched a new travel retail-exclusive cosmetics brand, Sienu, developed jointly with Korean beauty house Amorepacific. It was created to celebrate the retailer’s 40th anniversary this year.
Hailed as a first-of-its-kind collaboration by Lotte Duty Free, Sienu is a luxury anti-aging skin care brand that features a range of natural ingredients and leans on Amorepacific’s 70 years of skin science and technology.
“In commemoration of the 40th anniversary of our founding, we have launched our exclusive beauty brand with Amorepacific, the leading cosmetics company in Korea” — Lotte Duty Free CEO Kap Lee
Lotte Duty Free said the new line stands out for a partnership based not only on distribution through its stores, but also through joint collaboration from the development stage.
The luxury skincare range comprises Time Brace Eye Cream, Time Brace Emulsion, Time Brace Serum, Time Brace Water, Time Brace Face Cream and Time Brace Ampoule. Prices range from KRW110,000 (US$93) to KRW550,000 (US$463).
The launch will be marked by the opening of a pop-up shop at the retailer’s main Myeong-dong store in downtown Seoul from 31 January. This will remain in place until a permanent store opens in March. The line will be available in the Lotte Duty Free flagship store and online duty free shop, as well as Amorepacific’s own official online mall.
The landmark beauty launch will be supported by a digital-first campaign, followed by a launch event to be held in the Lotte Duty Free Star Lounge in Myeong-dong in March.
Lotte Duty Free CEO Kap Lee said: “In commemoration of the 40th anniversary of our founding, we have launched our exclusive beauty brand with Amorepacific, the leading cosmetic company in Korea. Lotte Duty Free continues to provide the best services and new shopping experiences for our customers.”
