Japanese cosmetics brand Pola is aiming overseas to capitalize on post-COVID tourism boom

TOKYO — Japanese cosmetics supplier Pola Orbis Holdings recently opened duty-free stores in Australia and Vietnam and plans to open another in Malaysia to meet demand from an expected rise in post-pandemic tourism.

The Pola subsidiary opened a store at the Lotte Duty Free store, which opened in Sydney last month. The entire complex covers an area of ​​3000 sq. meters and holds more than 150 brands. The site is due to begin full-scale operations in August.

The floor started from 22 sq. meters of space for eight products, including those from her high-end beauty brand BA. Prices mostly range from 10,000 to 30,000 yen ($75 to $227).

In Sydney, it is planned to expand the range to 20 products. This place is expected to attract tourists from China. Demand is projected to come from a wide range of customers, from people aged 40 and over to exchange students in their late teens.

Pola has opened about 40 duty-free shops in several Asian countries, including the Japanese domestic market.

Also in May, Paula opened a duty-free shop at Da Nang International Airport in Vietnam. The location features about 40 products, including BA, White Shot and Wrinkle Shot brands. Prices range from 10,000 yen to just over 20,000 yen.

Pola plans to open an outlet at the Isetan department store in Kuala Lumpur next month. This place will sell about 60 items from the same list of brands.

The pivot to open duty-free shops abroad comes as air travel is expected to recover from a two-year downturn due to the pandemic. According to the International Air Transport Association, 4 billion passengers will fly in 2024, up 3% from 2019 before the COVID-19 pandemic.

The lifting of border restrictions is likely to spark a strong resurgence in travel demand.

To date, Pola has opened about 40 duty free stores in countries such as China, South Korea, Singapore and Japan. Additional locations will help increase product awareness and increase sales.


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