Aware of the “unique market” and “their love for skincare,” Paris Hilton has launched her skincare line, ProD.N.A, in South Korea.
Despite already being available in 12 countries, Hilton and her team were conscious of the potential the range has in South Korea, adapting the line to suit the local needs.
“In the Korean version, we’re adding a couple features not in the American version to appeal to the Korean market, skin whitening and anti-wrinkling,” ProD.N.A CEO, Nicky Ju, said.
While Hilton’s team believes South Korea has strong potential as a market in itself, the idea was to hit two birds with one stone.
“We know that K-beauty has more of a…[global] clout…so we’re gonna flip it,” Hilton Lifestyles chief executive officer, Adam Xavier, said. “Because most of the American market is going more towards K-beauty, [by being here] it’s going to help in our American and global efforts.”
With ProD.N.A set to be on shelf in Bellissima Cosmetics, Ju explained the distribution plan for the future: Beginning in home shopping networks, ProD.N.A will gradually role out through duty-free and department stores before dedicated branded stores are opened.
Image source: @parishiltonskincare
