Updated: Sep 3
[retail story 18]
Gimpo Airport and Lotte Mall are connected by a retail journey where travel and everyday shopping naturally overlap. Some customers stop by before a flight. Others arrive in Korea and encounter K-Beauty retail almost immediately. Local shoppers from the Seoul metropolitan area move through the same space for entirely different reasons.
That mix makes Olive Young Lotte Mall Gimpo Airport a particularly interesting beauty retail environment.
One of Olive Young’s strengths is that it does more than place a large number of Korean beauty products on shelves. The retailer has built a shopping experience around curation, discovery, testing, and consultation, making it easier for customers to navigate a category that has become increasingly diverse.
According to the deployment status verified on June 29, 2026, one ChoiceDx skin analysis system was deployed within the Skin Scan environment at Olive Young Lotte Mall Gimpo Airport.
The story is not simply that a ChoiceDx system was installed here.
What makes the case more meaningful is how Olive Young uses an in-store analysis touchpoint within a location where customer language, dwell time, and shopping purpose can vary significantly—and how ChoiceDx supports that experience without getting in the way of the retailer’s own strengths.
Olive Young’s strength is not only the number of products it carries
For many customers, the appeal of Olive Young begins with choice. Multiple Korean beauty brands can be explored and compared in one place, often across skincare, haircare, makeup, wellness, and other categories.
But greater choice can also create greater complexity.
A customer looking for calming care may encounter products from several brands. The same is true for hydration, pores, barrier care, brightening, or texture. For an international visitor who is still discovering Korean brands, deciding where to begin can be especially difficult.
This is where Skin Scan can become useful.
Instead of pushing a specific product first, the experience gives customers an opportunity to begin with their own skin condition. Once they understand what they may want to look at more closely, the surrounding product categories become easier to navigate.
The journey changes from:
Product → Customer
to something closer to:
Customer Condition → Relevant Category → Product Exploration
That difference may look small, but in a multi-brand beauty environment it can fundamentally change how the customer approaches the store.
From ChoiceTech Korea’s perspective, this is also where analysis technology should sit.
A good analysis system should not compete with the retailer’s own consultation and curation. It should support what the retailer already does well and give customers one more reason to engage with it.
At Gimpo Airport, the customers are rarely all the same
An airport-connected store does not have a single customer profile.
A local shopper may have plenty of time. A traveler may have only a few minutes before moving on. Some customers know Korean skincare well. Others may be seeing many of these brands for the first time.
That means a long, identical explanation for every customer is unrealistic.
In this environment, analysis technology works best when it helps customers begin easily and allows staff to step in when consultation becomes valuable.
Customers can first check their skin condition through Skin Scan. Those who need further guidance can then continue the conversation with store staff and explore relevant products.
ChoiceDx does not replace Olive Young’s beauty advisors or the retailer’s merchandising expertise.
Its role is closer to adding skin data to an experience Olive Young already does well: discovery, comparison, and consultation.
That distinction matters.
In a tourist-facing location, multilingual UX becomes part of store operations
Multilingual support is often discussed as a feature: how many languages does a system support?
In a real retail environment, the more useful question is different.
After selecting a language, can the customer understand how to proceed without asking a staff member for help at every step?
Can they follow positioning and capture guidance? Can they understand the key result? Can they identify what to do next?
If the repetitive front end of the experience can be handled clearly through the interface, store employees spend less time repeating basic instructions and more time on the parts where human expertise adds value.
For an airport-connected retail environment, this can make a practical difference.
The objective is not a staffless store.
It is a store where staff members do not have to spend their time acting as instruction manuals.
Even one deployed system can generate insight for the next store
Retail technology only becomes interesting after customers begin using it.
How many people stop when they see the Skin Scan area? How many actually begin the experience? How many reach the result screen? How long does a typical session take?
In an airport-linked location, other questions can be useful as well.
Which language options are selected most often? At what times is usage highest? Does a customer who completes the analysis move toward a related skincare category? Does the experience lead to a conversation with store staff?
These are not only performance metrics for one device.
They can become input for the next retail decision.
A retailer can begin to understand where self-service works best, which locations may benefit from advisor-led analysis, how many devices a high-traffic store may need, and which customer journeys should be prioritized.
This is why a single-store pilot can be valuable even before a large-scale rollout begins.
The same ChoiceDx configuration does not need to be repeated in every store
ChoiceTech Korea has accumulated ChoiceDx deployment experience across a range of Korean retail environments.
Those cases do not all use the same configuration.
Some locations focus on Skin Analysis. Others combine Skin and Scalp Analysis. Environments where deeper consultation is required may use professional analysis systems as part of the customer journey.
That variation is intentional.
An airport-connected shopping mall, a flagship store, a tourist district, and a neighborhood retail location do not operate in the same way. Customer dwell time differs. Staff involvement differs. Product categories and consultation needs differ.
For a multi-location retail project, the goal is therefore not to copy the same machine into every store.
It is to design the right analysis experience for each retail context while keeping the overall operating standard consistent.
That is where deployment experience begins to matter as much as product specifications.
Why can a Korean retail case matter to an overseas buyer?
Global buyers naturally pay attention to international references.
But when a real project moves from evaluation to rollout, the country name alone does not answer every question.
Has the solution operated in more than one type of retail environment?
Has it been used with different customer profiles?
Can self-service and advisor-led experiences be configured differently?
Can Skin Analysis expand into Scalp and Hair categories when the retailer needs it?
And, most importantly, can a successful pilot become a multi-location rollout?
Seen from this perspective, a Korean deployment is not simply “domestic experience.”
Operating across airport-connected malls, high-traffic shopping districts, flagship environments, and everyday retail locations becomes evidence of retail deployment breadth.
For a global buyer, the first question may be:
Can it work?
The next one is:
Can it work in our stores?
That second question is answered by operating experience, not by a product brochure alone.
Good retail technology should not stand in front of the brand
If this case were reduced to one sentence, it could simply say:
“ChoiceDx is installed at Olive Young Lotte Mall Gimpo Airport.”
But that would miss the more interesting part.
Olive Young’s strength is its ability to help customers discover and compare a broad range of K-Beauty brands within one retail environment. Skin Scan adds another entry point to that journey by allowing customers to begin with their own skin condition.
ChoiceDx supports that touchpoint.
It does not need to become the main character of the store.
For ChoiceTech Korea, that is an important principle in retail projects.
We first look at what the partner already does well—its brand experience, store environment, consultation model, customer flow, and merchandising strengths—and then identify where skin, scalp, or hair analysis can genuinely improve that experience.
That is also how we want to document our retail references.
Not only where ChoiceDx was installed, but what our partners are doing well, what kind of retail experience they are building, and where our technology contributes to it.
Because a strong technology case is often also the story of a strong retail partner.
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