Korean cosmetics brand sets sights on ‘leading the world’
Our third day in South Korea would explain why the familiarization trip organized by the Korea Tourism Organization (KTO) was themed “Lady’s Special.”
After a quick tour at the AmorePacific Story Garden in Osan City, Gyeonggi-do province in the morning of May 23, foreign journalists, including this writer, invited by the KTO travelled back by bus to Seoul to experience the Korean beauty at the Sulwhasoo Flagship Store.
Sulwhasoo is a high-end and popular skincare brand of AmorePacific, the biggest cosmetic company in South Korea.
“Sulwhasoo (has become) a global luxury brand,” Jeong Choi, the brand’s team director, said as he welcomed the visiting journalists.
At present, Sulwhasoo has stores in the United States, Canada, Hong Kong, China, Singapore, Malaysia, Indonesia, Thailand, Taiwan and Vietnam. It will open its store in Galleries Lafayette in Paris in September this year.
“Korean beauty will lead the world…Someday we’d be the best in the world,” Jeong said.
To showcase its brand and allow its customers to experience its products, Sulwhasoo opened its five-story flagship store in Seoul in April, 2016.
Jeong said more than 28,00 people have so far visited the store, including VIPs and local celebrities. The store, he said, is not only famous because of its brand but also because of its “Lantern” design.
“So many global architects come here just to see the design. The concept of this design is Lantern—that means lighting Asian beauty (in) the world. Just like a lantern…” he said.
Inside the store, visitors can explore all of Sulwhasoo’s exclusive and new products and even test some of them.
What makes the store more special is that it offers a relaxing and luxurious spa experience and a quick Korean make-up lesson. IDL
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