THAILAND. KOSÉ Travel Retail has partnered with King Power Duty Free to unveil an upgraded DECORTÉ counter at the King Power Rangnam downtown duty-free store.
The renovation reflects the Japanese beauty group’s ‘3E Travel Retail Strategy’. (Exclusive, Experience and Environment). The initiative was introduced by KOSÉ Travel Retail President & CEO Hiroto Kitaki as part of the company’s 80th anniversary vision on 2 March.
The upgraded space forms part of a wider refurbishment at the Rangnam complex, which includes refreshed SEKKISEI counters operated locally by KOSÉ Thailand.
The revamped DECORTÉ space features an open-plan design aimed at improving shopper flow, visibility and engagement. It offers a dedicated consultation area with seating which enables more personalised, one-to-one beauty services.
The concept underlines KOSÉ Travel Retail’s emphasis on human-led engagement in-store. The concept prioritises emotional connection and service-led retail, positioning face-to-face interaction as a key differentiator in an increasingly digital landscape.
According to the company, early sales have already far exceeded the target with current sales reported to be twice the previous year.
In the lead-up to the opening, Beauty Consultants informed shoppers of the renovation, while promotional activities on RED drove awareness on opening day.
The official opening ceremony was held on 1 April. It was attended by senior executives from both partners. Guests included King Power Duty Free Chief Commercial Officer Antares Cheng and Executive Vice President Raelene Johnson.
KOSÉ Travel Retail was represented by President & CEO Hiroto Kitaki; Senior Sales Manager Takaya Miyamoto; KOSÉ Thailand Managing Director Hideki Matsumoto and PAÑPURI Managing Director Pramote Dechaboonsiripanich.
The launch event featured a ribbon-cutting ceremony, speeches and a commemorative photo session, followed by a hospitality offering for guests.
The event also served to reinforce group-wide collaboration with participation from PAÑPURI, the Thai wellness brand acquired by KOSÉ in 2024.
Highlights included DECORTÉ-branded macarons and mocktails inspired by the LIPOSOME range, alongside gift-with-purchase incentives for attendees.
In his opening remarks, KOSÉ Travel Retail President & CEO Hiroto Kitaki highlighted Thailand as a priority market and King Power as a key partner within the company’s broader Global South expansion strategy.
Kitaki said: “It is a profound honour to collaborate with King Power in hosting this extraordinary event for DECORTÉ. In 2026, KOSÉ Travel Retail has established the 3E strategy as our core pillar.
“Through our robust partnership with King Power, we are committed to creating Exclusive value that can only be found here, delivering a deeply resonant brand Experience, and pursuing excellence in our commitment to a sustainable Environment.
“Today, Thailand has evolved beyond the traditional boundaries of travel retail, emerging as a paramount hub within the Global South.”
He added, “As this region stands at the forefront of the KOSÉ Group’s global focus, we pledge to continue working alongside King Power to contribute to the growth of the Thai duty-free market and to deliver the pinnacle of beauty to travellers from around the world.”
King Power Duty Free Chief Commercial Officer Antares Cheng commented, “It is a great pleasure to announce the successful renewal of the DECORTÉ and SEKKISEI counters, marked by a large-scale ceremony attended by our esteemed partners.
“The presence of representatives not only from KOSÉ Travel Retail, but also from KOSÉ Thailand and PAÑPURI, is a strong testament to our accelerating growth and expanding footprint across Asia.”
He added: “With significantly enhanced visibility, these revitalised spaces are already delivering tangible results in sales performance. I am confident that this milestone will further strengthen our partnership with KOSÉ Travel Retail.
“Together, we remain committed to creating exceptional brand experiences and unique discoveries that can only be found within the exclusive environment of travel retail industry.” ✈
