JAYJUN Cosmetic Expands Brand Awareness of 'Eye Gel Patch'... "Expanding Middle East Cosmetic Market"

[Asia Economy Reporter Hyunseok Yoo] Jayjun Cosmetic is accelerating the expansion of its presence in the Middle Eastern cosmetic market, following its entry into the six GCC countries in the Middle East, starting with the brand launch on Boutiqaat, the largest beauty platform in the Middle East, in 2018.

On the 12th, Jayjun Cosmetic announced that it will expand brand awareness of Jayjun products such as the Eye Gel Patch through brand launch events, celebrities, influencers, and SNS marketing.

As demand for Jayjun Cosmetic’s Eye Gel Patch gradually increased in early 2019, the company developed a new Lavender Tea Eye Gel Patch exclusively for overseas markets in addition to the existing two SKUs. It also developed a year-end season package in 2019, recording sales of approximately 300,000 units last year. Furthermore, cumulative sales from January to April this year have already surpassed last year’s figures, exceeding 500,000 units, and sales are expected to exceed 3 million units this year.

There has been a flood of inquiries about Jayjun Cosmetic products, including the Eye Gel Patch, from several Middle Eastern countries such as Lebanon, Jordan, Qatar, and Iraq. In March, the company additionally signed a new business entry contract in Lebanon. Jayjun Cosmetic products have been confirmed for entry into IZZAT DAOUK shopping mall, one of Lebanon’s top 100 companies, and are scheduled to be stocked in three branches after the quarantine period.

A company official stated, “The Middle Eastern cosmetic market is approximately 24 trillion KRW in size, and due to the large market scale and high preference for Korean products, demand for Jayjun products is continuous.” He added, “We are currently in the process of signing a general agency contract in Jordan in May, and plan to enter various H&B stores located in Swefiyeh, a major commercial district in Jordan, including Mecca Mall.” He further explained, “If the lockdown is lifted in May, Jayjun products will be sold in local stores including shopping malls throughout Jordan and Lebanon. Sales are expected to significantly improve in the third and fourth quarters when the COVID-19 issue is anticipated to subside.”