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Hyun-Ah (Heather) Cho: “We had so much support from the Estée Lauder duty free team” |
SOUTH KOREA. Korean Air is unveiling yet another first – introducing the Estée Lauder Companies-owned La Mer skincare brand to inflight duty free from next month.
“It took me over three years to convince their top management,” a delighted Inflight Sales Team Director Hyun-Ah (Heather) Cho told The Moodie Report. La Mer’s management have a strictly-controlled distribution policy for the brand, including only a small number of duty free doors.
“We will have three items,” said Heather Cho. “They will have an eight-page booklet [in the Sky Shop magazine] plus we are mailing our frequent flyers with a sample. It will include a nice booklet explaining the product with a letter under my name and that of the La Mer President.
“There will also be an article in our Morning Calm magazine about the philosophy behind La Mer.
“We had so much support from the Estée Lauder duty free team, Olivier Bottrie, Stefan Herzog and Cedric Prouvé,” she added. “It’s very nice to have good and nice people who understand what you are trying to do.”
Korean Air is the world’s most successful inflight retailer, generating sales of US$158 million last year, up from US$124 in 2004. Its latest monthly inflight magazine features 58 pages dedicated to the all-important cosmetics category, which accounts for over 35% of sales.
NOTE: Heather Cho is the latest guest in The Moodie Report print edition’s popular ‘Lunch with…’ series. Look out for our May issue, out soon.
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