Not just skin deep (part 2): How Sulwhasoo’s new Beauty Boutique at Capitol brings out its brand experience

SINGAPORE - Even as Shilla steps up its offerings at the airport, fellow Korean beauty brand is already steam-rolling ahead. And it looks like there’s no stopping Korean prestige skincare brand Sulwhasoo. The premium line from cosmetic firms AmorePacific announced it has exceed one trillion won (S$122 billion) in cumulative sales last year since its 1997 launch; it upgraded its best-seller, the First Care Activating Serum, in June which incorporated new extraction techniques for better efficacy, and opened its 1 00th global store and first flagship in southeast Asia at Capitol Piazza a month later.

“Sulwhasoo entered the Singapore market three years ago and has been very well-received but we realised we can’t give customers that holistic, all-in-one experience in department stores, especially with the cabin (available at Tangs for treatments) separated from the counter,” said Katherine Gek, Commercial General Manager of AmorePacific Singapore. “We also can’t achieve a luxurious experience at counters as effectively and show as much about our technology, concept and history due to space constraints. By having a standalone, we can tell the Sulwhasoo story better—we have the area for several zones here.”

That includes having an Ingredient Zone displaying Ginsenomics (the company’s research into the skincare benefits derived from ginseng), a Product Zone where customers can sample any products, a Luxury Zone where its Timetreasure range is showcased. Care is taken choosing materials here which reflect the brand’s ethos on natural ingredients such as wood for panels and marble for tables. The five senses are engaged through touch and scent. “The moment customers step in, they can feel a sense of calm with the light ginseng fragrance and we also use jade rings and ceramic which are cool to the touch for our treatments,” added Sek.

To heighten the experience, the 1,250 square foot space lays claims to several product and service exclusives including Sulwhasoo’s crown jewel of Harmonizen Regenerating Cream as well as a Korean-style head press developed just for the boutique’s treatments. Response has been positive and the boutique even has a waiting list for its treatments during the weekends. Besides conducting workshops and events, Sek has plans to host exclusive parties for customers at the boutique’s lounge area. “We’ll organise these cosy gatherings for customers to gather with their friends and enjoy the space and products together,” she explained. “It’s value-add for them as customers want to feel unique and are always looking for something new.”