Two Years of Research and Development
for Korea-Exclusive Fragrance by Shinsegae International's Imported Brand
Shinsegae International announced on April 15 that L:A BRUKET, the Swedish lifestyle brand it imports and distributes, has launched a new product, "Linen Water Coriander," developed exclusively for Korean customers and released it exclusively in the domestic market.
Linen water is a versatile fabric deodorizer that can be used while ironing or on curtains, sofas, bedding, and clothing. With its gentle scent and ingredients, large 1,000ml volume, and sophisticated design, it is loved worldwide. Even before the brand's official launch in Korea, it gained popularity as a must-have item purchased through overseas direct orders, raising L:A BRUKET's brand awareness.
Fabric deodorizers have traditionally been offered by household goods brands. However, as customers who enjoy niche perfumes began seeking home care products such as air fresheners and detergents from their favorite fragrance brands, following body care items, sales have surged.
Until now, L:A BRUKET has offered linen waters with lavender and hinoki scents, but in response to requests from Korean customers, it has added the coriander scent, which is highly popular in the Korean market. To meet the high and discerning standards of Korean consumers, L:A BRUKET's Swedish headquarters and Shinsegae International jointly spent two years researching and developing the formula, fragrance, and ingredients.
Linen Water Coriander features a refreshing and invigorating fragrance for everyday life, and in Korea, it ranks second in sales after the hinoki scent. The top notes blend eucalyptus and black currant, delivering a fresh woody aroma and sweet citrus notes, followed by the crisp, slightly bitter yet vibrant herbal scent of freshly cut coriander. Finally, a soft musk envelops the fragrance, evoking the vitality of summer. The product is priced at 69,000 KRW for a 1,000ml bottle and is available at L:A BRUKET stores nationwide as well as Shinsegae International's digital platform, S.I.VILLAGE.
To celebrate the launch of Linen Water Coriander, L:A BRUKET has prepared generous promotional events for customers visiting its stores. From this month until May 31, customers who purchase the new Linen Water Coriander at any L:A BRUKET store nationwide will receive either a 55ml body wash or body lotion (one of their choice). All customers will also receive a 15% discount coupon for Linen Water Coriander, valid for their next visit. During the promotional period, those who spend over 500,000 KRW will receive one full-size Linen Water as a gift.
A representative from Shinsegae International's L:A BRUKET division stated, "Since its launch in Korea, linen water has consistently ranked among the top three best-selling items and is a key product that drives the brand's sales, which is why our headquarters devoted special attention to its development." The representative added, "We plan to continue collaborating with overseas partners to introduce a diverse range of products that quickly reflect the needs and trends of Korean consumers."
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