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The brand intends to expand its presence globally, having garnered its reputation throughout Asia. Sekkisei said it has laid out a strategic growth plan with a goal to be the number one brightening brand worldwide.
The boutique, custom designed ground floor installation intends to offer travelling consumer a choice of self-serve or personalised service. Among this will be “5-Minute Brightening Facial” concept within a semi-private consultation area, with travel-retail exclusive value sets prominently displayed offering options for self-purchase or gifting. A newly revamped global campaign, “Where Brightening Begins” will also debut in the US exclusively at T Galleria by DFS Hawaii.
Among other features, the retail activation sees a large Japanese Sakura blossom tree, with warming connotations towards the brand, inside the DFS store’s beauty hall.
DFS Group senior vice-president Beauty Ariel Gentzbourger praised the introduction of the brand as part of the travel retailer’s strategy to bring a dedicated assortment of brands. He said: “Our customer is continuously looking to be surprised and delighted when they shop so we are thrilled to partner with Kosé to bring Sekkisei exclusively to travel-retail in the US for the first time at our T Galleria by DFS, Hawaii store.
“Already a well-known skincare leader in Asia, we’re confident our traveLlers in Hawaii will fall in love with all Sekkisei has to offer and we look forward to bringing this brand to life at DFS.”
“We believe the time is now to capitalise on the tremendous growth of Sekkisei in Asia, and accelerate this momentum with expansion into travel-retail and new markets,” added brand owner Kosé Corporation CEO and president Kazutoshi Kobayashi.
An original leader in the use of oriental herbal ingredients for cosmetics, Sekkisei has developed a loyal following over its 30-year history. Its top-selling Sekkisei Lotion sells on average 5,000 bottles per day and is highly recognised for its iconic lazuline packaging that evokes the image of a medicine bottle.
Kosé Corporation was founded in 1946 by Kobayashi with a vision and passion to provide people with dreams and hope during the post-war period. Today, with over 6,700 employees, Kosé continues the legacy of its founder with a commitment to its customers of creating quality products that exceeded expectations. With research and innovation at its core, Kosé has over 800 registered patents and a portfolio of 32 brands that sell to multiple channels across Asia; including department stores, specialty stores, drug stores and direct.
