Lotte Duty Free has launched a lifestyle beauty brand Nonfiction in the offline duty free market for the first time.
The brand is popular with the MZ Generationwhich is a blending of Millennials and Gen Z, and has developed a big following online. The new store, on the 11the th floor of the Lotte Myeongdong Main Storeis the brand’s first in the physical travel retail channel.
A Korean native brand, Nonfiction first launched in Seoul in 2019 with a focus on signature scents and healthy ingredients. Its offer also includes perfumes and body care products and a recently-launched home fragrance collection. It currently has an offline retail offer in the domestic market consisting of four stores in Seoul and Busanas well as pop-ups in Tokyo and Paris.
To mark the launch in duty free, Lotte is hosting an online and offline giveaway, with hand cream or body and hand care kits being given away to the first customers. Anyone spending more than $100 will receive one of the brand’s signature black eco bags and Those buying hand cream will receive a gift with purchase too.
The two companies also plan to collaborate on hosting a Star Lounge event in the first half of the year.
Lotte Duty Free Head of Product 1 Division Lim Hyung-il said: “In order to meet the growing demand for duty-free shopping, we are discovering trendy brands preferred by domestic and foreign customers.
“Lotte Duty Free will strengthen its cosmetics lineup and expand popular items to prepare to welcome customers.”
