▲ This image provided by Hyundai Department Store presents "Khode," its first select shop specializing in derma beauty. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Aug. 26 (Yonhap) -- Hyundai Department Store said Wednesday it will open the retail industry's first select shop specializing in derma beauty. 

 

The move is aimed at expanding the scope of beauty offerings at department stores and strengthening competitiveness amid rapidly growing demand for functional skin-care products.

 

Derma beauty is a term combining "dermatology" and "beauty" and refers to products developed with the participation of medical and biotechnology experts in research and development to improve skin functions.

 

Hyundai Department Store will open the first branch of "Khode," a roughly 165-square-meter derma-beauty select shop, on the first basement floor of its Pangyo branch on Sept. 18.

 

While existing beauty stores in the retail industry have offered some derma-beauty products as part of their lineups, Hyundai Department Store said this will be the first specialized select shop to make derma beauty its main concept.

 

The first store will carry more than 60 derma-beauty brands, including brands from companies with pharmaceutical expertise such as Easydew, Madeca Pharmacia and A.D.C, as well as "Forredum" and "Judak," developed by dermatologists.

 

Hyundai Department Store plans to open a second branch at The Hyundai Seoul early next year and continue expanding its distribution network, mainly through department stores and outlets.

 

It also plans to collaborate with clients from various industries, including pharmaceuticals, to develop skin-care products exclusive to Khode.

 

"Demand for functional beauty products optimized for individual skin types has continued to grow, but it has been difficult to find offline stores specializing in such products," said Lee Seong-hwan, head of the self-MD business division at Hyundai Department Store's merchandise division.

 

"Through the launch of Khode, we will offer a diverse range of derma-beauty products that meet customers' increasingly sophisticated expectations and provide a differentiated offline experience."

 

jwc@yna.co.kr

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