Sold Out in 3 Days... Why Coupang is Focusing on the Body Burden Project (BBP)

MZ Generation Targeted 'Clean Beauty' Philosophy Gains Customer Favor... Monthly Sales Grow Over 2.5 Times

#University student Kim Yuri (alias) has developed a growing interest in health and the environment amid the spread of COVID-19. This came from experiencing the restrictions and anxieties of everyday life that were once taken for granted. Because of this, she turned to ‘value consumption,’ choosing products that are safer and incorporate sustainable elements even when buying just one item. Recently, she has come to consider healthy ingredients and ‘eco-friendliness’ as important factors when purchasing cosmetics on open markets, following organic food ingredients and ‘eco fashion.’

Beauty content commerce group ‘Dmill (Different Millions, CEO Lee Heon-ju)’ announced on the 4th that, riding the wave of the ‘clean beauty’ trend, their private brand ‘Body Burden Project’ body cleanser sold out completely within three days of launch. The sales event was held from December 28 to 30 last year during Coupang’s daily necessities promotion.

According to Dmill, the Body Burden Project (BBP) aims to reduce elements that burden the body, such as environmental hormones and chemicals, to help people find stability in life. The body cleanser contains no harmful chemical ingredients like parabens, artificial fragrances, or artificial colorants that are detrimental to skin and health. The container uses plastic free of the environmental hormone Bisphenol A, and even the cushioning material is made of recyclable paper, considering nature and the environment.

Customer response to the Body Burden Project’s ‘clean beauty’ philosophy has been enthusiastic. Although the plan was to sell for ten days, all stock was sold out in just three days. Especially after Dmill acquired Body Burden Project, orders from Coupang increased by 300% compared to the previous month, and monthly sales grew more than 2.5 times compared to before the acquisition. Customer satisfaction is also high, with 84% giving perfect scores.

Dmill acquired Synergy Planets, the operator of Body Burden Project, last December. The company is known to have the policy of growing BBP as a strategic brand beyond merely acquiring management rights. In particular, they plan to sell Body Burden Project products through Hyundai Home Shopping, which invested 12 billion KRW in Dmill, making it a core part of their private brand business.

Kwon Ki-baek, CSO in charge of Dmill’s brand business division, said, “Along with beauty products like cleansers, we plan to expand categories to include laundry detergents, fabric softeners, and kitchen detergents, launching a total of 76 new products on Coupang this year.” He added, “Through creator marketing, Coupang partnerships, and Hyundai Home Shopping broadcast sales, our goal is to achieve sales of 10 billion KRW, growing more than 250% compared to last year.”