innisfree is a renowned beauty brand with over 1,700 stores in 15 countries, and with more plans for expansion the brand is going from strength to strength.
BD sat down with innisfree marketing and PR manager, Nikki Novakovic, to chat about the new flagship boutique opening in July, the innovative store designs that set the brand apart and how innisfree has been received since launching into the Australian market last year.
What can we expect from the new innisfree flagship?
The 161sqm innisfree flagship store at Westfield Sydney on Pitt Street will open with over 700 beauty products, offering head-to-toe beauty, and a very unique store concept, developed for a limited number of global markets. innisfree’s new store concept is inspired by natural beauty, playfulness, and beautifully imperfect yet authentic ceramic studios. innisfree is excited to offer Australian consumers an unparalleled retail experience and authenticity, through revolutionary beauty products, and a unique store aesthetic conceptualised with the millennial consumer in mind. The flagship store breaks up the ‘monotony’ of traditional retail space, bringing to life a new immersive environment.
What are the key features of the store?
The flagship store will feature new experiences including an interactive K-Beauty Curation Space showcasing the latest beauty trends, and a Recycling Zone to encourage customers to recycle their empties in-store through innisfree’s Bottle-Recycling Program. To further stimulate the immersive experience, the Jeju Lounge will offer a dynamic and beautiful space inspired by Jeju Island for customers to connect and engage with the brand.
innisfree stores have a unique aesthetic, can you explain how the stores are designed and styled?
innisfree’s stores are designed and styled with the focus on presenting unique brand experiences to our customers. Anyone can come to an innisfree store and find products designed for them which enables individuals to express who they are with their own curated beauty.
How have Australian consumers embraced the brand since launching in the country last year?
innisfree is one of the fastest growing brands of Amorepacific in the global markets, with Australian consumers embracing the brand and exceeding our expectations since launching in the country last year. With six stores open and two more stores opening soon, the brand is now available in Melbourne and Sydney. We continue to build brand presence in the market with over 700 products to choose from across skincare, makeup, body care, and everything in between.
innisfree also strives to pursue an eco-friendly green life to preserve the balance of nature through green life campaigns including Eco-Hankie and Empty-Bottle Recycling, and to give back to the community through socially-responsible causes. The brand ethos and commitment to the environment and the community mirrors both the passion and conscientiousness of the Australian beauty consumer.
What key products have worked well in the Australian market?
Our best-selling Green Tea Seed Serum is the star product in the Australian market. Globally 13 bottles are sold every minute. Applied straight after cleansing, this serum helps hydrate and replenish optimal moisture-to-oil balance for a healthy complexion.
Also the K-beauty sheet mask craze has been rocking the beauty industry globally, and the same can be seen in Australia. My Real Squeeze Masks, made through a cold-brew squeeze process, have been flying off the shelves delivering skincare benefits and nourishment that’s second-to-none.
The brand has experienced significant growth over the past 18 years, with over 1,700 stores in 15 countries, what does the brand put its success down to?
Pivotal to innisfree’s success is its ability to offer choice and customised solutions for all kinds of skin concerns and makeup desires.
innisfree is also accessible in terms of affordability. We strive to avoid excessive packaging or using heavy materials such as glass. By saving costs such as these, and by being true to the product and brand philosophy, we are able to invest more in improving product quality.
What’s next for innisfree? Any plans for further stores?
We are excited to announce the opening of innisfree store at The Glen Shopping Centre in Melbourne on August 1, making it our 8th store in Australia. With the aim of making innisfree accessible Australia wide, we also have e-commerce plans on the horizon which will be shared via official announcements very soon.
