SOUTH KOREA. The Aveda brand (part of The Estée Lauder Companies), has opened an Experience Center at The Shilla Duty Free downtown store in Seoul, Korea. The facility represents the brand’s debut in the worldwide travel retail channel.
Described as “more than a retail business”, Aveda Experience Centers aim to transform the company’s philosophy of connecting beauty, wellness, education and environmental awareness into a nurturing experience for its guests.
The 260sq ft location is an environment where guests can experience and purchase Aveda’s 90 botanically-based products. Guests experience Aveda through a series of Sensory Rituals designed to relax and nurture. These include an Aroma Sensory Journey that restores balance using “Aromaology” , said to be the science of promoting personal balance and wellbeing through aroma.
 |
The Aveda Experience Center at The Shilla Duty Free store in downtown Seoul marks the brand’s debut in the channel |
In addition, the treatment portfolio includes a Stress Relieving Hand Ritual, Stress Relieving Neck and Shoulder Ritual or Makeup Finishing Touch. Complimentary skin and hair consultations are also on offer.
“Experience Center stores embody the Aveda service philosophy,” explained Aveda Vice President Retail Catherine Culotta. “Our goal is for every guest to experience true authentic service, for Experience Centers to be like an oasis in the middle of the store. We are proud to be part of the Aveda Ecosystem of salons, spas and Institutes, and to refer our guests to salons and spas throughout the Aveda network.”
Upon entering the centre, guests are greeted by Aveda Advisors, who offer Comforting Tea, a certified organic, caffeine-free blend of liquorice root and peppermint leaves.
Products are displayed by category or “domain,” each adjacent to an experience area, which invites visitors to experiment with products and enjoy services. Evocative signage throughout the space offers accessible, relevant information about Aveda’s products, points of difference and mission.
Aveda Experience Centers aim to showcase the company’s commitment to environmental sustainability and innovative design by aligning all design aspects with the Aveda mission and sourcing materials from like-minded companies. Retail locations are adorned with sustainably-harvested bamboo displays and accent furniture-using reclaimed, vintage and plantation-grown hardwoods whenever possible.
Décor is seasoned with a warm colour palette and art inspired by east-Asia, complementing the Centers’ ambiance of aromatic pure flower and plant essences, and inviting relaxation.
|
The Aveda portfolio includes plant-based hair care, skin care, make-up, Pure-Fume and lifestyle products |
“We are our sure our customers will be delighted with the arrival of this world renowned brand at Hotel Shilla,” noted Shilla Vice President, Mr GilHan Lee.
“In response to current trends and in response to the increasing customer demands for premium hair and body care products, we believe the availability of these products in our store will result in the growth of Aveda as a core brand in the duty-free shops.
“Aveda puts a great value on the quality of products, environment friendly management, and returning profit to society, which is quite similar to the philosophy of “Shilla Hotel Duty Free Shop”, and the philosophy of Aveda is setting an example for many other brands.”
MORE ABOUT AVEDA
Aveda, The Art and Science of Pure Flower and Plant Essences, was founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically based products that would be better for service providers and their guests, as well as for the planet.
Aveda manufactures professional plant-based hair care, skin care, make-up, Pure-Fumeâ„¢ and lifestyle products. Headquartered in Blaine, Minnesota, Aveda is available in Aveda stores, on www.aveda.com, and in nearly 7,000 professional hair salons and spas in 29 countries worldwide.
Aveda’s numerous corporate and social responsibility associations include CERES (Coalition for Environmentally Responsible Economies), ISO (International Organization for Standardization), Coop-America/Green Business Network, SVN (Social Venture Network), BSR (Business for Social Responsibility), Environmental Grant Makers, American Botanical Association, Organic Trade Association, National Recycling Coalition, and the US Green Building Council. In addition, Aveda is the first beauty company in the world and only the second US company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification.
Advertisement |
MORE STORIES ABOUT SHILLA
Korean duty free industry consolidation imminent as Lotte and Shilla await takeover clearance
Surprise results as Shilla, AK Duty Free and Lotte share the Incheon duty free spoils – 27/06/07
