In August 2024, HERA opened a new global store at Central Chidlom, a major department store in Bangkok, Thailand. Located in the
Siam district, one of Bangkok’s most vibrant and high-traffic areas, the store showcases Seoul’s innovative beauty sensibilities,
strengthening its image as a contemporary luxury makeup brand. Through this, HERA aims to attract a 20-to-35-year-old luxury
clientele with a strong admiration for K-Beauty and a willingness to invest actively in makeup.
Concept
The Hera Thailand Bangkok Central Chitlom store was designed based on the 7th-generation S.I. identity, with a focus on maximizing the brand’s luxury image.
Notably, the new content table—featuring Hera’s iconic content—is strategically placed along the main customer flow, enhancing both the brand and service experience.
At the store entrance, customers can explore Hera’s signature makeup looks in the Makeup Look Zone, test key products in the Self-Test Zone, and receive personalized services in the Touch-Up Service Zone, all of which work together to maximize the brand experience.
In consideration of the local market’s tendency to recognize products through makeup looks, the store places particular emphasis on showcasing Hera’s signature makeup styles and core beauty routines, effectively reinforcing brand recognition.
Additionally, a Color Shade Wall featuring 60 Silky Stay Foundation shades has been installed to highlight Hera’s expertise in makeup and to showcase its wide color range.
Hera, a global luxury beauty brand that shares the beauty and values of Seoul with the world.
