Health and beauty company GS Retail is rebranding Watsons in South Korea as Lalavla with the aim of appealing to its main demographic, shoppers in their 20s and 30s.

Pronounced “la la vlah”, the name is being rolled out at stores from today, with the makeover expected to be complete by late next month. Apart from the rebranding, GS Retail is also revamping the interior design of its stores and and improving the product range.

GS took full ownership of Watsons’ Korean business 12 months ago after acquiring the remaining 50 per cent in a JV held by Hong Kong-based AS Watson Group.

The retailer plans to differentiate Lalavla in the health and beauty segment by emphasising eco-friendliness: colour cosmetics made with natural ingredients, recyclable goods and an in-house line of organic products.

Watsons, which entered Korea in 2005, opened a record 60 stores in the final six months of last year.