"Hansome Launches 'Liquid Perfume Bar' Flagship Store to Fully Enter Fragrance Business"

Opening on the 31st in Cheongdam-dong... Introducing Experiential Content Including Docents

[Asia Economy Reporter Eunmo Koo] Hansome announced on the 25th that it will officially enter the perfume business by opening the flagship store of the French niche perfume specialty select shop ‘Liquides Perfume Bar’ on the luxury street in Cheongdam-dong, Seoul, on the 31st.

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Liquides Perfume Bar is a niche perfume select shop launched in 2013 in the Marais district of Paris, France, co-founded by David Frossard, one of France’s top perfume distribution and export experts, and famous bottle designer Philippe Di Meo.

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The newly opened flagship store will be 154㎡ (approximately 47 pyeong) in size and will showcase about 200 items including niche perfumes and scented candles from over 10 brands such as ‘Bdk’, ‘Parfum Parfums’, and ‘Abyss’. The store name, ‘Liquide’, meaning ‘water’ in French, is themed around water, featuring a large aquarium (about 300L) in the center of the store.

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In particular, the Liquides Perfume Bar flagship store will offer a variety of experiential content beyond simple perfume sampling. Representative programs include ▲a ‘docent guide program’ where perfume specialists with perfumer qualifications called ‘barmen’ explain the history of the brands and the scents of the products sold in the store, ▲an ‘audio guide’ where brand ambassador actor Lee Je-hoon explains the scents of representative products by voice, and ▲an ‘artificial intelligence (AI) counseling service’ that helps customers find the scent that suits them through a simple survey.

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A Hansome official said, “We planned content similar to introducing artworks in an exhibition to help domestic consumers understand the authentic French niche perfumes, which are unfamiliar to them, and to raise brand awareness. We plan to continuously introduce new services to effectively convey the premium image of Liquides Perfume Bar to customers.”

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Hansome plans to accelerate its perfume business starting with the opening of the Liquides Perfume Bar flagship store. First, it aims to expand the number of Liquides Perfume Bar offline stores, currently three (including pop-ups), to about 10 mainly in major department stores in the Seoul area by the second half of this year. It is also planning to enter duty-free shops in Seoul within the second half of this year.

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In addition to the perfume business, Hansome plans to strengthen the product lineup and expand the offline distribution network of ‘Oera’, another pillar of its beauty business. Currently, the product lineup includes about 20 items such as serums, ampoules, and creams, which will be expanded to about 30 items including cushions and lip balms within this year. Entry into Hyundai Department Store Duty-Free Center Branch is also scheduled for June.