"Lotte Department Store's 'Acqua di Parma' Mega Pop-up: Perfume Sales Up 25% by Year-End"

Last Year Perfume Sales Surpassed 100 Billion Won
This Year's Jan-Oct Sales Also Up 40% YoY
Typically About 25% of Annual Perfume Sales Occur at Year-End
Introducing Holiday Editions and Exclusive Sets

Models are showcasing signature products at the Seoul Jamsil AvenueL Aqua di Parma pop-up store. (Photo by Lotte Department Store).

[Asia Economy Reporter Yuri Kim] Lotte Department Store is targeting year-end gift demand with a large-scale perfume pop-up event to coincide with the holiday season, the biggest peak period in the perfume market.

Last year, Lotte Department Store's perfume sales surpassed 100 billion KRW for the first time, and this year they continue to break records daily. From January to October this year, Lotte Department Store's perfume sales grew by 40% compared to the same period last year. In particular, an analysis of monthly perfume sales at Lotte Department Store over the past three years (2019?2021) showed that about 25% of the annual total perfume sales were concentrated in November and December, when year-end gift demand is high.

Lotte Department Store announced on the 21st that it is holding a large pop-up event in collaboration with the luxury niche perfume brand Aqua di Parma on the basement first floor of Jamsil AvenueL until the 30th of this month.

Inspired by the new product 'Magnolia Infinita,' the pop-up is themed 'Magnolia Days' and offers various contents. Customers visiting the pop-up will receive a magnolia flower-shaped paper diffuser, and every Friday and Saturday, customers who purchase the 100ml Magnolia Infinita perfume will be offered a 'Golden Foil Service' that applies gold leaf magnolia flowers to the perfume bottle. The store is decorated throughout with magnolia flowers based on the architectural style of Parma, Italy, where Aqua di Parma originated. There is also a photo kiosk that instantly prints photos and various photo zones themed around magnolia.

Lotte Department Store has prepared a variety of exclusive limited-edition sets available only at their stores. Customers who purchase the 100ml signature perfumes of Aqua di Parma, including Magnolia Infinita, will receive a 'Luxury Discovery Set' containing 10 representative scents. Newly released year-end signature candle & diffuser sets such as 'Yuja,' 'Osmanthus,' and 'Wood' come with black pouch packaging service and an additional mini candle gift. Holiday editions like 'Magia del Camino,' car air fresheners, and other best-selling Aqua di Parma products are also available.

On the Lotte Department Store application (app), until the 1st of next month, a 30,000 KRW discount coupon is offered for purchasing the 100ml signature perfume of Aqua di Parma, along with a promotion giving up to 7% worth of Lotte mobile gift certificates depending on the purchase amount. Customers who write reviews of Aqua di Parma products in the 'Lotback Review' menu of the Lotte Department Store app will be entered into a draw where five winners will receive a diffuser autographed by EXO's Chanyeol. For customers who cannot visit the pop-up, all Lotte Department Store Aqua di Parma locations (Main Store, Jamsil Store, Incheon Store, Dongtan Store, Nowon Store, Guri Store, Busan Main Store, Changwon Store, Daejeon Store) will offer exclusive sets, purchase promotions, review events, and luxury gifting services free of charge until December 1st.

Meanwhile, Lotte Department Store is strengthening premium perfume brands mainly at its key stores. The Main Store renewed its perfume hall twice in May and September, showcasing steady-selling niche perfume brands such as Jo Malone London, Diptyque, and Aqua di Parma, as well as various premium perfume brands including Le Labo, Maison Margiela, Atelier Cologne, and Memo. The Jamsil AvenueL, where the Aqua di Parma pop-up is held, created a 'Niche Perfume Zone' last May featuring about 10 premium perfume brands such as Creed, Trudon, Perfumed Malley, and Penhaligon's, receiving great response.

Kim Si-hwan, Head of Beauty Division at Lotte Department Store, said, "We have put great effort into preparing everything from space composition to benefits to present customers with unique beauty content for the year-end holiday season. We hope customers will enjoy a fragrant year-end with the Magnolia Days pop-up by Aqua di Parma prepared by Lotte Department Store."