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HERA steps into the Chinese luxury beauty market

하기 텍스트 참조

HERA, acknowledged as a K-beauty leader, made its debut in the Chinese market on July 1 with the opening of its first store in luxury SKP in Beijing, Mainland China.

HERA has been much loved around the world for its advanced technology and its forward-thinking ideas since its launch in 1995. It now takes center stage as the brand leading the K-beauty trend.

Mainland China is a gateway to the global market for HERA as it works to spread the passion and distinguishing beauty of Korean women across the globe through SEOULISTA. HERA has already proved its high popularity in the Great Mainland China Region with a global DFS popup store launched in Hong Kong last August that expanded into four full-time stores in April 2016. Chinese customers account for 67% of HERA's customers in duty free shops, while its sales in the TR channel in 2015 grew more than 50% over last year. HERA UV MIST CUSHION is riding high in Mainland China with over 160,000 views as a single item on one of Mainland China's largest online platforms, Taobao.

HERA's debut in Mainland China is expected to spread the beauty and value of Korean women among Chinese customers who are highly interested in Korean beauty techniques and cosmetics, while also helping the brand position itself as a global K-beauty leader representing Seoul and Korea. It will introduce its best sellers, including UV MIST CUSHION which is a cushion foundation that's become a sales sensation with one sold every two seconds in Korea, as well as ROUGE HOLIC that offers colors best for Asian women to create and define beauty trends across Asia.

"In pursuit of the ultimate beauty of Korean women, HERA has created its original high-end culture inspired by SEOULISTA to lead K-beauty," said Lee Eun-im, the head of HERA Division. "We believe that our value will surely impress Chinese customers. Our innovative products for Korean women's bright flawless younger-looking skin are set to strengthen our presence as a global beauty brand representing Asia in the Chinese market."

HERA will open eight stores in upscale department stores situated in large cities in Mainland China. Starting with the first store in SKP in Beijing, Mainland China on July 1, the second store will open in Hanguang Department Store on July 28 and six more stores will follow by the end of this year. At the same time, HERA will open a brand website for Chinese customers as part of omni-channel strategy to improve the brand's accessibility both online and offline.


Who is SEOULISTA? Beauty standards have changed with time, but there has always been an inspiring icon representing the beauty of the day – Parisienne with her free spirit and true sense of art, New Yorker in search of modern pragmatism and Londoner swinging between tradition and funk. Alongside such global icons, a new ultimate beauty icon has emerged.
She is more confident and passionate than women around the world.
She is a fashionable trend leader who values inner beauty.
She is an icon representing the beauty of Asian women and a muse for HERA. She is SEOULISTA.


SEOULISTA is a Korean woman who stands alongside global trend leaders – Parisienne, New Yorker and Londoner – spreading Korean beauty across the world beyond Asia. The term SEOULISTA was first introduced by HERA and refers to trend-leading Korean women recognized worldwide for their passion and distinguishing beauty.