What: 520sqm dedicated to retail cosmetics and skincare in an enhanced way

Why is it important: such a surface needs strong novelties to be profitable and more than a gadget. Many attempts have already been done by L’Oreal (owner of Lancome) across the years and on various brands, but the fact that they are launching these new technologies on their top brand, within the top location of Lotte Duty-Free, aiming at the only customers that will support growth, Chinese travelers, says it all on the degree of maturity of such a reflection and might be inspirations for department stores.

In addition to virtual cataloging and browsing, Lancome is proposing an augmented reality make up try-on service, Modiface (call Dream face in Korea), following the acquisition of a same-name startup in 2018. It allows us to use screens as virtual mirrors and try in very realistic manner shades and colors without actually touching the products. In these times of restricted interactions, it is a time-saving, potentially sales-enhancing move.

Lotte Duty-Free posted a turnover of €7.7bn in 2019 (+25% vs. 2018) and the Myeongdong location where this new store opened is its flagship, located near the town hall of Seoul, with 3 entire floors dedicated to duty-free business. The L’Oreal luxury division, to which belongs Lancome, posted a turnover of €11bn in 2019. Almost a quarter of it is performed by Lancome itself.

Lancôme takes centre stage with Smart Store at Lotte Duty Free Myeongdong