SOUTH KOREA. Lotte Duty Free has helped to significantly raise the profile of ten small and medium-sized Korean cosmetics brands in China – including Medi Hill, Huxley and Koroku – with a series of special events between 24 and 29 April.
About 320 Chinese VIP customers and 30 Chinese internet celebrities (known as Wang Hong in Mandarin) participated in product introduction events, factory visits and manufacturing demonstrations, with the aim of increasing awareness of these emerging cosmetics brands.
Lotte Duty Free said that it had undertaken the initiative to reflect the growing popularity of niche Korean cosmetics brands, giving those selected to participate a unique opportunity for additional publicity, outside what they could normally expect to achieve.
The first VIP event was held at the Lotte Hotel on 25 April and guests were treated to Hallyu (Korean entertainment and culture) and product introductions from the ten brands selected.
The following day, the party visited the Dongwha Pharmaceutical product development laboratory to see a cosmetics manufacturing process in action.
Lotte Duty Free said it is committed to the growth of small and medium-sized companies, having established a fair trade culture with 60 such brands through a fair trade agreement in 2017.