The Plaza hotel reported strong growth in sales of its private-brand (PB) signature fragrance products, driven by young customers seeking “small luxury.” Diffuser sales rose 20% year‑on‑year, with demand especially high for 40ml sizes. The hotel began scent marketing in 2010; its signature scent “Parfum des Bois” (eucalyptus and floral notes) was launched as a diffuser in 2015 and later expanded into room sprays and hand creams. In 2025, diffuser-and-hand-cream set sales more than doubled versus the prior year, and the winter limited “Santa Bear” plush saw sales jump from 100 to 250 units, making up 48% of teddy bear product sales. Over 60% of PB buyers are in their 20s–30s, reflecting a trend of young people bringing hotel-style experiences home. Expanding external retail channels helped—last year external distribution revenue rose 37.27%—with current sales channels led by Olive Young, Naver, Kakao, and Curly; Olive Young accounts for 80% of its offline store sales. The Plaza is running year-end promotions (15% discount for Naver web members through Dec. 31; a Kakao gift purchase offers free Plaza socks while supplies last). The hotel says PB items extend its brand into everyday life and plans to keep developing products and widening distribution.
