Sulhwasoo Steps Up to Boost Brand Recognition and Sales | Be Korea-savvy

Sulhwasoo Steps Up to Boost Brand Recognition and Sales

This file photo shows AmorePacific's oriental luxury brand, Sulhwasoo. (Image : Yonhap)

This file photo shows AmorePacific’s oriental luxury brand, Sulhwasoo. (Image : Yonhap)

SEOUL, March 25 (Korea Bizwire)AmorePacific, South Korea’s top cosmetics maker, said Friday it will open a new flagship store for its luxury oriental brand Sulwhasoo next week to offer customers a hands-on experience and boost its brand image.

The four-story building (with a basement) in the affluent Gangnam district is the nation’s largest flagship for a single cosmetics brand, the company said. The grand opening is slated for March 30.

The flagship store is targeting tourists as well as local customers. Company officials are hoping that it will enhance Sulwhasoo’s brand image and broaden contact with potential customers.

Each floor has a different theme that provides various experiences to customers. The first floor introduces the history of Korean herbal medicine cosmetics, including the story of how the late Seo Sung-hwan, the company’s founder, developed ABC Ginseng Cream in 1966. Another special space on the first floor highlights Sulwhasoo’s new products.

Consumers can test the company’s products on the second floor. Gift wrapping services are also provided.

The fourth floor and basement are both spas. The fourth floor spa is designed to have sunlight pour into the space. The basement spa provides treatment for anti-ageing.

A culture lounge where various beauty workshops are expected to be hosted will be opened on the third floor, along with a VIP lounge.

Through the new flagship store, Sulwhasoo plans to attract foreign customers by offering them instant tax refunds, and promotions exclusive to foreigners. Employees fluent in Chinese and English as well as Korean will be recruited for the flagship store.

Sulwhasoo reached one trillion won in annual sales as an independent domestic brand. The brand currently has 200 stores in 10 countries all over the world. It is especially popular in the Chinese market as well as in Korea.

By Lina Jang (

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