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Lee Se-eun, KOREA SPA THERAPY K-BEAUTY at the Center of Globalization
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| Lee Yun Seop ±âÀÚ¤Ónews@weeklypeople.net |
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KOREA SPA THERAPY
K-BEAUTY at the Center of Globalization
Lee Se-eun, Regional Manager of Ohui SPA Nonhyeon Accordingly the main key words in this trend are "natural" and "premium." The premium skin care market in the base on the eco-friendly, natural raw material boasts the largest size, leading the growth of the cosmetics industry. Forecasting Korea"s beauty industry vision, Lee Se-eun, Ohui SPA Nonhyeon Regional Manager, has been providing professional spa-therapy services utilizing premium cosmetics lines of LG"s daily health, Ohui, Whoo and sum 37. Weekly People has met Ms. Lee Se-eun, who incorporates K-Beauty cosmetics in Korean-style therapy.
By_Lee Yun Seop, Reporter of Weekly People
Secret Healing Agitpunkt for VVIP
Ohui Spa Nonhyeon has the best spa technologies and services to enjoy premium lifestyles, and a quiet, luxurious atmosphere for healing. A ¡®1:1 customized care¡¯ by a professional therapist¡¯s consultation provides an optimal program designed for each skin, and after management, all VVIP can receive differentiated services, which provide home care sampling and prescription for each condition. In addition, premium line cosmetics of LG Household & Health Care such as Ohui, Whoo and Sum37 are used for treatment, which can be expected to have the best effect. The Ohui Nonhyeon Spa, with the well-equipped system as the above, is becoming a ¡®must-visit place¡¯ among foreign tourists as it has been very famous as high-end beauty. This place was also introduced on the Korea Tourism Organization"s website and appointed as a medical cooperation agency in Gangnam-gu. In deed, Ohui Nonhyeon Spa is a secret healing Agitpunkt for VVIP among many celebrities with worldwide class.
"I am thinking over how to provide a memorable service to our customers in the cosmetics and spa areas, and I have discussed in detail to give one-on-one customized care for each skin and body condition. In particular, I can confidently recommend, ¡®Prenatal and postpartum courses¡¯ that help restore skin condition changed due to sudden body changes before and after childbirth ;¡®Anti-aging courses¡¯ that let the effects like baby face using fascia therapy; ¡®Wedding courses¡¯ that brighten the most beautiful moments of life. Also, we are doing our best to provide the high-qualified services for worldwide customers with 24hours translators-Japanese, Chinese and English."
Must-See spot in Korea; OHUI Nonhyeon SPA
Ohui Nonhyeon Spa, located on the across the street of Garosu-gil, is providing a big fun like my own secret hideout. This place has been aired several times on overseas channels such as Japan, Hong Kong and Taiwan only through buzz marketing without special PR. Especially in Japan and China, this place is very famous for top models, actors and idol stars who reserved by person for their spa shops. Without any special PR, Ohui Nonhyeon SPA could secure over 7000 customers only through the existing customers¡¯ reference, and it would be really hard to visit the shop without the reservation in advance. Ms. Lee said that I get the motto, ¡°Experience that can be felt only in Starbucks is a must-have item to consume¡± in the book "Onward," written by Howard Schultz, Starbucks Chairman. She focuses on let customers only feel that Ohui Nonhyeon Spa¡¯s service is considered as a luxury item that is willing to consume.
"Since there are many customers visiting from abroad, I am always painstaking how I can provide better service as one of Korea"s leading SPA therapies. We are doing our best, beyond the services for the chosen course, not to miss even the small needs of our customers with all our heart. Fortunately, I"m always grateful for all the staffs that are along with me. Our organization culture leads the customers who visited once to revisit us over 80 to 90 percent. Even, some customers from Japan and China travel to Korea for one night and two days to only visit Ohui Spa Nonhyeon."
Rather than focusing on increasing sales, we are deliberately committed to provide best services to customers. As a result, we dare to say we have customers who never visit to us, but none to visit us only once. Once, there was a Japanese couple who had a couple trip mere 7 years after they got married, because they couldn"t afford time to raise three kids. During the care therapy, the woman has kept crying with happiness, saying she was so happy. It was also their wedding anniversary. I was willing to give her a special gift ; a cake and some cosmetic gifts deserving the care course cost just to make them happy. The wife was so touched with our event and the man bowed to us in gratitude for his wife"s joy. How memorial day for Ohui Spa Nonhyeon it is!
Cultural Customized Service by Country
One of top secrets of Ms. Lee¡¯s customer relationship management is to consider the customer¡¯s all status and provide services with sincerity. We are also trying to minimize cultural barriers and inconvenience of language communication with customers through our seasoned staffs, experienced at abroad. As we have a mission to represent an image of Korea to our customer in the macro view, beyond promoting our sales. By enlarging cultural communication and understanding, we have become a global shop from East-Asia, Europe, America, Russia to Middle-east.
"At first, we had difficulties in changing our customer target from domestic to foreigners. The most difficulties were how to communicate, understand the cultural barriers of each visitor and introduce the products and service them. So Ohui Spa Nonhyeon tries to keep communicating not only at visiting but also after service. One Japanese customer returned to Japan after having used our service and sent us an e-mail about 10 inconveniences She has experienced. Each complains from 1 to 10 were immediately shared with all our staffs and we came up with the improvement solutions and practiced them in the field not to make any mistakes. After then, we have sent a feedback to this customer with a mail, inviting our shop to show the improved all complains indicated. He was very touched with our improvements and became a big fan of our shop. Occasionally our customers have sent me ¡®Thank you letters and gifts¡¯ after returning to their home. I really appreciate all that feedback from our customers and feel really rewarded."
Expertise built on the past-platform
Ms. Lee, Regional Manager of Ohui Spa Nonyeon, has majored in International management and was preparing to study abroad after graduating. For preparing studying abroad, her skin became hurt due to the stress. Since then, she started to take care of her skin with interest in cosmetics and got a job in the marketing field of foreign cosmetic brand company. She had always maintained her best performance with excellent marketing skills. While working on cosmetic industry, she could have interests in overseas markets, and she made a decision to start a new business with the vision that K-Beauty could be developped globally. She had chosen the products of LG Household & Health Care"s premium line and Ohui Spa Nonhyeon could open an eye to the world.
"I have learned a lot at that time through failures and mistakes at the cosmetics company. All the experiences I had at that time were nourishing me and I was able to develop myself as a representative now. I read all the books related to my work. With the ideas learned from books, I am improving service and developing product courses to lead the business. When I collapsed due to a slump, I got the courage to rebuild me through books. In particular, I have been inspired from the autobiography of those who have contributed to the development of the country and the human race by creating world-class enterprises. The book that I always keep with me is "There is No Failure" written by Chung Ju-yung, the late chairman. I always keep in mind the phrase "Unless I give up myself, there is always a way." I get help when I need a challenge in business and life."
Internship center where the dreams of next Beauty-generation come true
If it is given for the staffs the trust and responsibility, they will have an ownership and passion for their responsibilities and duties. Ms. Lee Se-eun has a supportive leadership to let the staffs have dream and vision and develop themselves, rather simply instructing employees to do. Also, she build an automate system where staffs can participate in raising dreams by themselves through the regular meeting and training. This ideal organization culture leads to a truly satisfactory effect for staffs and customers.
"I think that the deep knowledge in the field could be the core key of growing passion and ownership. Therefore, we are focusing on improving our skills by training our employees accordingly by their abilities. Like "Life is the sum of many choices," described by Albert Camus, I am also doing my best to motivate the staffs who chose Ohui Spa. Because I think I must be a role model who can overcome all obstacles with the confident for myself and value for the right things and for a wonderful life.
K-Beauty in the 4th Industrial Revolution
We will face the change of job category to be remained, disappeared and recreated at the entry of 4th Industrial Revolution. If we are in the stream of revolution and understand the way to go, we may not be pushed out. Ms. Lee, Regional Manager of Ohui Spa Nonhyeon mentions that jobs in beauty and spa fields are one of promising career categories, which couldn¡¯t be replaced by Artificial Intelligence. The professional therapy is a technology that can be diagnosed by touching the human body and skin directly, so it cannot be replaced by robots. It is an area that can grow even bigger in the future and be proud of its professional vision. She also says that K-Beauty is in the core center around the world and favorite therapy over the world.
"In the coming era of the 4th industrial revolution, I think Beauty therapy couldn¡¯t be replaced with robots. Therapist has touched the skin and muscles by controlling the strength and skill saccording to customer¡¯ scondition, but the Robot may have difficulties to performing such a delicate care. The therapy not only restores the skin and body condition but also provides internal healing therapy to customers through the therapy"s psychological stability. Also, I think Korean-style like K-Beauty can be globalized. However, it is very regrettable for me that internship trainees do not have high self-esteem in professional at university. Korea"s beauty industry is recognized globally and many women from various countries want to learn Korean therapy skills. But we can"t be an expert in this field without any pride. If we want to succeed in this field, we have to be hunger for study to be professional. We are planning to establish an academy to train all students over worldwide by accompanying practice and theory. Our goal is to be the center to transmit K-Beauty over worldwide."
Ms. Lee, Regional manager of Ohui Spa Nonhyeon has been receiving many offers from overseas hotels and companies as the Beauty business partners. She has started her own business as a personal brand in China since 2015 and is preparing to expand her business in Vietnam in the first half of 2020. Furthermore, she is devoting herself to develop personal cosmetics on the knowhow. In fact, she wants to become a person who has a good influence for poor children over the world through small but steady donations for 10 years. She is now practicing a real Nobless Oblege as mentioned in the book about Abraham Lincoln, "If there"s anything I want to be, it"s to see that the world has become better with my existence."
¡®Weekly People¡¯ expects Ms. Lee Se-eun, Regional Manager of Ohui SPA Nonhyeon, to stand firmly at the center of K-Beauty with her own cosmetics brand in the near future.
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