Dufry has partnered with LG Household & Health Care to open the first History of Whoo airport store outside of Asia, at Vancouver International Airport.

The 22.7sqm space is situated outside the main World Duty Free departures store and will remain open for one year. The pop-up includes luxury fixtures, a back-wall and tester bar counter. The store offers Whoo’s best-selling ranges, including Cheongidan, Gongjinhang, Bichup and Hwanyu.

History of Whoo said the airport space aims to convey the Korean skincare brand’s concept, which is a modern reinterpretation of royal court beauty secrets.

Dufry Americas Head of Beauty Beatriz Macedo commented: “This is the first time we have created a space dedicated to a Korean skincare brand outside our main stores in Vancouver Airport. Asians are our main customers in Vancouver and our VIP clients are heavy users of luxury skincare brands.

“With this dedicated space, we have been able to deliver the luxury and exclusivity of The History of Whoo in a premium location and meet the needs of our most important clients. This is already a story of great success.”

Macedo continued: “The History of Whoo is a desirable brand, specifically designed for oriental skin and it was one of the most requested brands by our customers.

“The brand worked with us to develop this incredible, ‘out of the box’ project, creating a unique environment that is welcoming and inviting to customers and enables them to really experience The History of Whoo and its luxury DNA.”

LG Household & Health Care Beauty Vice President Kim Tae Hoon said: “This first History of Whoo launch outside of Asia indicates a milestone for LG Household & Health Care’s overall business. Our brand aims to capture not only Chinese travellers who are travelling massively to Europe and North America, but various customers around the world.

“The strength of History of Whoo is in the brand concept which is a modern interpretation of royal court secrets. At the same time, LG Household & Health Care has outstanding technology in order to provide superior cosmetic products.

“Through these strengths, History of Whoo has already been highlighted in Asian markets and consumers have great appreciation for the brand’s concept and its quality.”

Maude Circle International (History of Whoo’s global distributor) Managing Director Angeline Goh said: “After achieving outstanding results in Korea and across all other Asian traveller hubs, The History of Whoo is now looking at expanding into European and American territories. The primary objective for the brand will be centred around generating a strong brand awareness, enabled by great in-store activations and overall shopper experience.