Shinsegae International launches exclusive distribution rights to DAVINES in Korea
- Start full-fledged business by securing the distribution right in Korea and duty-free shops starting from January 2023
- Develop as the best hair salon brand in Korea and expand online and offline stores
Shinsegae International strengthens its imported cosmetics business by launching a new global hair care brand. It aims at occupying the hair care market in advance, which is an emerging trend for small luxury, following niche perfume.
Shinsegae International announced that it had signed a distribution contract with DAVINES and starts the full-fledged Korean business from January 1st next year.
DAVINES is a luxury hair care brand launched in Italy in 1983, featuring professional hair products produced in an environment-friendly and ethical manner under the philosophy of 'sustainable beauty'. Currently, it has entered 97 countries, and is distributed in more than 500 hair salons and various online and offline stores in Korea.
As DAVINES products are mainly used at the premium hair salon, it is famous through word-of-mouth as highly effective products for professionals in Korea. In particular, the best-selling product, ‘Energy Shampoo,’ is loved by many people despite its high price of 120,000 won (1,000ml) per bottle, nicknamed ‘celebrity shampoo’ and ‘Cheongdam-dong shampoo’.
Besides, various products are available through the subspecialized line such as function, scalp, and hair type. Representative products include Energizing line for healthy scalp, Purifying line with excellent scalp scaling effect, Nourishing line for damaged hair, and Cucumber line with excellent moisturizing and nutrition.
All of DAVINES' products are managed and supervised at DAVINES Village in Parma, Italy for quality control. It makes the product considering not only scalp and skin, but also the impact on the environment, and continues to strive for sustainability by using recyclable materials for containers and packages.
Shinsegae International plans to develop DAVINES into the best hair salon brand in Korea while actively increasing online and offline stores to expand brand volume. Most importantly, it will establish an infrastructure dedicated to salon which is DAVINES main distribution network and provide more professional and systematic product education and conduct brand marketing activities.
In addition, it will expand offline distribution networks which used to be in the form of in-store distribution including CHICOR and BOONTHESHOP, and activate online sales. It will open stores one by one in major department stores nationwide, and actively sell through major online malls including its official online mall S.I.VILLAGE.
An official from Shinsegae International said, "DAVINES, as a luxury brand used by professionals in hair salons, offers excellent function and quality. With the growth of premium hair care market, we plan to actively expand B2C business targeting general consumers along with existing B2B-oriented businesses."