[Asia Economy Reporter Yujin Cho] Shinsegae International is strengthening its beauty business by launching a cosmetics brand 'Roybi' targeting the 1020 generation.
Shinsegae International announced on the 22nd that it will launch the beauty brand Roybi and start selling it through its own online mall SI Village.
With a clean beauty concept that satisfies both the preferences of the MZ generation and their interest in ingredient safety, the main products include skincare, perfume, and body & hair care.
Roybi is a French portmanteau meaning 'rule' and 'life,' representing the MZ generation who create their own beauty rules in daily life and seek inner beauty. In Hanja, it combines 'ro' (dew), 'i' (beautiful), and 'bi' (day), meaning 'awakening infinite beauty and energy contained in a clean and pure drop of dew.'
Since it targets the MZ generation, online is operated as the main distribution channel. Sales will begin through its own online mall SI Village and Naver Brand Store, with plans to open a pop-up store in department stores next year. Overseas expansion to China and other countries is also a goal within a few years.
Lee Gil-han, CEO of Shinsegae International's Cosmetics Division, said, “Roybi is a brand born from more than a year of market research during the planning stage,” adding, “Based on the know-how of quickly succeeding with our own brand Vidivici and its spin-offs, we will grow Roybi into a beauty brand representing the MZ generation.”
Shinsegae International conducted thorough market research from the planning stage to create a total beauty brand for the MZ generation. A survey of 2,000 women aged 20-39 in the metropolitan area confirmed preferences for natural ingredients and derma skincare, directly targeting this market.
The brand developed products excluding 20 harmful ingredients mentioned by the cosmetics ingredient analysis platform 'Hwahae,' making them comfortable for sensitive skin. Substitute ingredients include clean deep ocean water, tree sap, various plant oils, and natural extracts?healthy natural ingredients.
Along with safe ingredients, Roybi’s differentiating point is its scent. Reflecting the MZ generation’s consumer trend of generously spending on fragrance-related products such as perfumes and diffusers, the products feature luxurious scents comparable to European niche perfume brands, and separate perfume products were also created. For skincare products, natural aroma essential oils sourced from across Europe were optimally blended to capture both safety and fragrance.
Roybi’s skincare line consists of three types specialized in moisture moisturizing, nourishing for nutrition and elasticity, and purifying for excellent skin calming. From cleansing foam to toner, essence, cream, eye cream, and wash-off packs, various options are available according to skin concerns and functions.
Also introduced are three 'Made in France' Eau de Parfums, crafted by professional perfumers in Grasse, France?the birthplace of perfume?using only the finest fragrances.
Roybi plans to sequentially expand its product lines to body and hair care, and baby care, and to carry out various social contribution activities in line with the value consumption of the MZ generation.
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