K-beauty brand Hera uses DFS as testbed

Luxury duty free and travel retailer, DFS Group, has opened pop-up stores in Hong Kong for the K-beauty brand Hera which the latter is using as a testbed for the global market.

The T Galleria by DFS on Canton Road houses four pop-ups, with a launch in early August in the presence of Hong Kong actress Charmaine Sheh and Korean movie star Park Eun Hye. Hera’s head make-up artist, Jinsu Lee, was on hand to share beauty tips to achieve the signature K-beauty Seoulista look.

BRIDGE TO ASIAN MARKETS

Hong Kong is the largest cosmetics market in Asia and Hera’s first-ever pop-ups are expected to be a bridge to other Asian countries. The DFS units  bestselling fan-favourites, including the Olympia Le-Tan UV Mist Cushion, UV Mist Cushion and Age Reverse Cushion.

Hera is known in Korea for cutting-edge technology and is popular with women looking to emulate increasingly popular K-beauty styles seen in K-pop music and K-drama TV shows.

Jinsu Lee will offer Seoulista make-up demonstrations as well as touch-up services to customers with the stores are in place. All four pop-ups will offer a limited supply of product kits to customers with a minimum purchase.