Exclusive Brand Hall Launch Accelerates Local Cosmetics Market Penetration
Online Consumption Trends Expand Due to COVID-19, K-Beauty Status Rises
[Asia Economy Reporter Lee Seon-ae] KGC Ginseng Corporation's premium red ginseng cosmetics brand Donginbi officially launched on the world's largest e-commerce platform, Amazon USA, on the 28th.
Donginbi announced on the 28th that it opened a dedicated brand store on Amazon and is targeting the local market by appealing to American consumers who are highly interested in K-Beauty (Korean cosmetics wave) and herbal cosmetics. Amazon is a global online commerce platform used by over 300 million people in more than 180 countries, holding a dominant position especially in the US market.
In the Amazon brand store, Donginbi sells about 20 types of skincare products including its flagship product ‘1899 Single Essence,’ ‘1899 Signature Oil,’ and ‘Jasaeng Original Essence.’ The Donginbi skincare line applies three core ingredients independently developed by Gwangjang: ‘Red Ginseng Oil,’ ‘Red Ginseng Extract,’ and ‘Red Ginseng Concentrate,’ delivering the skin benefits of Gwangjang red ginseng directly to the skin. It is highly regarded for realizing ‘applying red ginseng’ and differentiating itself from conventional herbal cosmetics.
Recently, with the expansion of online consumption trends in the cosmetics market due to the COVID-19 pandemic, the number of K-Beauty brands entering the global e-commerce market is increasing. Through this Amazon entry, Donginbi has secured a strong online sales channel in the US local market. It plans to expand the product lineup in the future so that local consumers can experience a variety of Donginbi products.
Lee Jeong-hoon, head of the cosmetics business division at KGC Ginseng Corporation, said, “As the status of K-Beauty rises in the US market, Donginbi’s official launch on Amazon USA is a great opportunity to globally promote the excellence of Donginbi, Korea’s representative red ginseng cosmetics brand. Starting with this Amazon entry, we will continue to expand the global e-commerce market and strengthen our efforts to target overseas consumers.”
Meanwhile, the Gwangjang brand previously entered Amazon USA in 2015, selling about 40 products including Everytime and Hongsamwon, continuously expanding the demand for red ginseng in the US local market.
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