SOUTH KOREA. Lotte Duty Free has hosted a two-day beauty class with Giorgio Armani Beauty in association with L’Oréal Travel Retail.
The beauty class is one of a monthly series introduced recently to drive customer engagement as outbound travel continues to rebound post the pandemic.
The Giorgio Armani session follows earlier classes from Lancôme, La Mer and Lancaster.
It was held at the Star Lounge, a VIP-only space at Lotte Duty Free’s flagship store in Myeong-dong, Seoul, targeting 40 top Lotte Duty Free customers.
Key Armani products, including Crema Nera skincare and the Armani Privé Haute Couture fragrances, were showcased, as well as the new Crema Nera Firming Meta Eye Treatment.
Participating customers were given a sample set of Armani’s premium collection along with 1:1 beauty consulting, including Armani’s signature hand massage. Customers who purchased products at the Armani Beauty boutique after participating in the class received a special gift worth KRW300,000 (US$233).
Targeting the fast-growing 20-30 age segment
In addition to beauty classes, Lotte Duty Free is strengthening customer benefits by introducing paid memberships to foster potential VIP customers.
The ‘Young Travel Club’ membership scheme, which Lotte Duty Free launched on 30 May for customers in their 20s and 30s, was sold out on a first-come, first-served basis for 200 customers.
Lotte Duty Free said its strategy is to secure loyal 20-30 age group shoppers by providing them with the opportunity to experience the benefits enjoyed by the retailer’s top customers.
In a notable observation, Lotte Duty Free said the ratio of customers in their 20s and 30s among the top customer echelon has increased from 20.5% in 2022 to 27.3% so far in 2023.
Various benefits such as KRW100,000 (US$78) in LDF PAY that can be used like cash at Lotte Duty Free and online/offline level upgrades have been granted to the first Young Travel Club recruits.
In related news, Lotte Duty Free has renovated part of the VIP lounge themed as an indoor garden full of colourful flowers. This zone is reserved exclusively for Young Travel Club members.
A Lotte Duty Free spokesperson said, “We will continue to organise various events through collaboration with brands to expand our VIP customer base and provide industry-leading shopping benefits and customer service.” ✈
