SOUTH KOREA. Shinsegae Duty Free yesterday (15 February) unveiled a pop-up store featuring L:A Bruket at Incheon International Airport Terminal 2 – a first in duty free for the Swedish natural lifestyle and organic brand.
The pop-up is open until 31 March, catering to the anticipated increase in demand for international travel during the spring season.
L:A Bruket, founded by Swedish entrepreneurs Mats Johansson & Monica Kylén, was born from the country’s west coast. Its philosophy is rooted in the concept of ‘innovation inspired by nature’.
The brand selects natural ingredients such as seaweed and sea salt from clean straits, producing all products in Sweden.
At the Shinsegae Duty Free pop-up store, customers can explore L:A Bruket’s functional skincare products, body care, and home care items, all infused with the scents of nature.
Standouts include the long-lasting moisturising Almond Coconut Lip Balm, the subtly fragrant Fragrance Tag in two variants inspired by Nordic nature, and eight varieties of Hand Cream (30ml) tailored to individual preferences.
The L:A Bruket pop-up also features a ‘Hand Ritual’ zone where visitors can test hand washes and hand creams, experiencing the scents first hand before making a purchase.
To commemorate the pop-up launch, Shinsegae Duty Free is offering gifts based on purchase amounts. Customers receive a 2ml sample of hand cream and body lotion for purchases over US$30, a deluxe 55ml body lotion for purchases over US$70, and a complimentary 30ml hand cream for purchases over US$150.
Additionally, all customers purchasing L:A Bruket products at the pop-up receive a 2ml sample of body lotion.
A Shinsegae Duty Free spokesperson stated, “We anticipate great enthusiasm from domestic and international travellers who prefer natural lifestyle items like those offered by L:A Bruket.
“Moving forward, Shinsegae Duty Free will continue to introduce brands that reflect the latest trends, expanding consumer experiences and establishing itself as another destination for trend experiences.”
Shinsegae Duty Free operates three businesses in the Republic of Korea – downtown stores in Myeong-dong (Seoul) and Busan and a multiple location retail footprint at Incheon International Airport.
Shinsegae Duty Free is a subsidiary of Shinsegae Group, one of the country’s largest conglomerates, with businesses in retail, ecommerce, hospitality, fashion and more. ✈
Note: Click here for Shinsegae Duty Free’s just announced Q4 and full-year 2023 results.
