Sekkisei is saying aloha to beauty shoppers in Hawaii.
In partnership with the DFS Group, the prestige skin-care brand is entering U.S. travel retail exclusively at T Galleria by DFS in Honolulu on Aug. 1. The launch is part of Tokyo-based Sekkisei parent company Kosé Corp.’s push to build global brands and diversify its geographic footprint outside of its domestic market, which accounted for 82.3 percent of the company’s business last fiscal year.
“We believe the time is now to capitalize on the tremendous growth of Sekkisei in Asia, and accelerate this momentum with expansion into travel retail and new markets,” said Kazutoshi Kobayashi, chief executive officer and president of Kosé. Ariel Gentzbourger, senior vice president of beauty at DFS Group, added, “Already a well-known skin-care leader in Asia, we’re confident our travelers in Hawaii will fall in love with all Sekkisei has to offer, and we look forward to bringing this brand to life at DFS.”
Inside T Galleria by DFS’ beauty hall, a popular destination for Asian tourists, Sekkisei will be housed in a custom ground-floor installation centered upon a Japanese Sakura blossom tree. The environment will provide customers with both open-sell and personalized service options. Also available will be Sekkisei’s 5-Minute Brightening Facial in a semiprivate consultation area and travel retail value sets.
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Kosé has big ambitions for Sekkisei, which represents roughly 12 percent of its total sales, to become the number-one brightening skin-care resource in the world. Sekkisei’s revenues exceeded 30 billion yen in the fiscal year ended March 31 or nearly $295 million at current exchange rates, and Kosé’s goal is for the brand to generate annual turnover of 50 billion yen or almost $491 million by 2020.
A household name in Japan established in 1985, Sekkisei is recognized for its herbal ingredients and blue packaging that evokes medicine bottles. Kosé reports customers snap up an average of 5,000 bottles per day of the brand’s best-selling signature lotion and more than 50 million units of the lotion were sold last year.