Lotte Duty-Free has hosted a two-day beauty class with Giorgio Armani Beauty in association with L'Oréal Travel Retail.

The beauty class is one of a monthly series introduced recently to drive customer engagement as outbound travel continues to rebound post the pandemic.

The Giorgio Armani session follows earlier Lancôme, La Mer, and Lancaster classes.

It was held at the Star Lounge, a VIP-only space at Lotte Duty-Free's flagship store in Myeong-dong, Seoul, targeting 40 top Lotte Duty-Free customers.

Essential Armani products, including Crema Nera skincare and the Armani Privé Haute Couture fragrances, were showcased as the new Crema Nera Firming Meta Eye Treatment.

Participating customers were given a sample set of Armani's premium collection and 1:1 beauty consulting, including Armani's signature hand massage. After participating in the class, customers who purchased products at the Armani Beauty boutique received a special gift worth KRW300,000 (US$233).

In addition to beauty classes, Lotte Duty-Free is strengthening customer benefits by introducing paid memberships to foster potential VIP customers.

The 20-30 age group is an increasingly important demographic for Lotte Duty-Free, including within the key high-spending segment.

The 'Young Travel Club' membership scheme, which Lotte Duty-Free launched on 30 May for customers in their 20s and 30s, was sold out on a first-come, first-served basis for 200 customers.

Lotte Duty-Free said its strategy is to secure loyal 20-30 age group shoppers by allowing them to experience the benefits the retailer's top customers enjoy.

In a notable observation, Lotte Duty-Free said the ratio of customers in their 20s and 30s among the top customer echelon has increased from 20.5% in 2022 to 27.3% in 2023.

Various benefits, such as KRW100,000 (US$78) in LDF PAY that can be used like cash at Lotte Duty-Free and online/offline level upgrades have been granted to the first Young Travel Club recruits.

In related news, Lotte Duty-Free has renovated part of the VIP lounge, themed as an indoor garden full of colorful flowers. This zone is reserved exclusively for Young Travel Club members.

A Lotte Duty-Free spokesperson said, "We will continue to organize various events through collaboration with brands to expand our VIP customer base and provide industry-leading shopping benefits and customer service" 

By_BK Min, KDFN kdf@kdfnews.com

The summary of this article is as follows

■"2030 고객을 잡아라" 롯데免 '아르마니 뷰티 클래스·영 트래블 클럽 유료 멤버십 완판'
 
롯데면세점이 매월 글로벌 화장품 브랜드와 뷰티 클래스를 개최했다. 이번엔 ‘조르지아 아르마니’의 클래스를 진행했다.

아르마니 뷰티 클래스는 지난 10일과 11일 양일간 롯데면세점 명동본점 VIP 전용 공간인 ‘스타라운지’에서 롯데면세점 최상위 고객 40명을 대상으로 진행했다. 

뷰티 클래스에 참여한 고객에겐 아르마니의 시그니처 손 마사지가 포함된 1:1 뷰티 컨설팅과 함께 아르마니의 프리미엄 컬렉션 샘플 세트를 제공했다. 뷰티 클래스에 참여한 후 아르마니 뷰티 부티크에서 상품을 구매한 고객에겐 30만 원 상당의 스페셜 사은품을 추가로 증정했다.

뷰티클래스 외에도 롯데면세점은 잠재적 VIP고객 육성을 위한 유료 멤버십을 선보이는 등 고객 혜택을 강화하고 있다. 

지난 30일에 롯데면세점이 2030 고객 대상으로 출시한 ‘영 트래블클럽 멤버십’은 200명 선착순 ‘완판’되었다. 2030 고객에게 롯데면세점 최상위 고객 등급의 혜택을 경험할 수 있는 기회를 제공해 충성고객을 확보한다는 전략이다. 실제로 롯데면세점 최상위 고객 중 2030 고객 비율은 2022년 20.5%에서 2023년 27.3%로 확대되며 2030 고객 중요도가 커지고 있는 것으로 나타났다.

사진 롯데면세점     
 
이수빈 기자 kdf@kdfnews.com