BEAUTY IN ASIA: OVERVIEW
“Today beauty brands are all over the place; in future the beauty area layout will reflect the way that people shop,” remarks Davis. “There will be Japanese, international and South Korean beauty brand zones. It will save the shoppers’ time.” Lotte’s closest rival in Korea, Shilla
International and home-grown brands jostle for space at Hong Kong International Airport.
“We will shrink South Korean brands as they are moving slower now, but we will expand our international beauty area in November.”
Jeffrey Davis, Managing Director International Beauty, Lotte Duty Free
brands as they are moving slower now, but we will expand our international beauty area in November,” Jeffrey Davis, Managing Director International Beauty at Lotte Duty Free, tells TRBusiness. “We will add new brands such
as Gucci, Burberry and Christian Louboutin; Rituals and Sabon are also coming in.”
cosmetics zone later this year, the preparations of which are now underway. “We will shrink South Korean
Unilever’s big ambitions in Asia
Interview with Rosalyn Frayna, Business Development & Marketing Manager - Unilever International Travel Retail.
Unilever has made it very clear that Asia Pacific is a key focus for the company. Remind our readers which brands will be most suitable for targeting this market in DF&TR? Our focus on AHC for the ASPAC region is a given, with its popularity among Chinese and Korean consumers. It’s a very attractive brand to add to our skincare portfolio for Asian consumers. AHC is set for global expansion and it has already gained a listing outside of the ASPAC region in Doha airport. The domestic market and travel retail
108 TRBUSINESS
go hand in hand for AHC and our key products include the Eye Cream for Face, Hydra B5 range and of course the masks. Murad, which is already available in
EU airports, is now a big focus for us in ASPAC – the market with the most potential for skincare – and we see the region as a huge opportunity for growth. Murad is the first skincare brand to launch ‘pre-biotics’ – we bring the best retinol and anti-pigmentation products from the US – and is the leading authority on skin hydration, backed by Dr Murad’s pioneering and extensive research on The Science of Cellular Hydration.
Why do you think these brands have what it takes to stand out in a seriously competitive beauty market? First and foremost, Murad is a highly efficacious doctor brand that focuses on overall wellness through cellular
hydration. It is also cruelty-free, something a lot of consumers are looking for nowadays, and is therefore not available in the mainland China channels.
Which specific channels does Unilever consider to hold the most potential in Asia Pacific: Airports, airlines, cruise & ferries, train stations/MTR etc? For now, we see the most potential in airports and downtown duty free and this is where we will put the most focus on.
Does Unilever’s DF&TR strategy in Asia Pacific allow for additional brands to join its portfolio? If so, can you divulge what you are on the look-out for or who you might be interested in? It does, and while we cannot give any specifics yet, we definitely have more brands in the pipeline.
MAY 2019
Dedicating more space Davis hopes the renovation of the beauty section, which includes redesigning the layout of cosmetics brands, will make it easier for shoppers to navigate.
Duty Free, is also keen to dedicate more retail space to beauty. “In Seoul we have invited many new brands to our shop, especially Japanese beauty brands in our special cosmetics zone which is called @Cosme,” says Taeho Kim, Executive Vice President of Hotel Shilla Co Ltd’s Travel Retail Business Korea Division. “Also, we are trying to introduce
Japanese beauty devices as these can be an important category. Beauty devices are a new category and accompany perfume and cosmetics.” The company has installed several
new beauty appliance brand corners, including manual and battery- powered models. “Chinese customers are looking
more for these items and are very interested in brands like Foreo and ReFa,” adds Kim. “Sales of our beauty devices are more than US$1 million per month. These are mainly facial toning appliances, also body toner and hair care appliances.” «
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