[Asia Economy Reporter Seungjin Lee] Leggings brand No.1 Jeximix is challenging the beauty market.
Brand X Corporation, a media commerce company operating Jeximix, announced on the 9th that it will newly launch cosmetics consisting of color makeup products.
Over the past two years, Jeximix has established a 'Cosmetic Lab' composed of specialized core personnel to conduct product development research and testing. Along with this, they conducted a detailed survey of 1,749 Jeximix customers regarding preferred cosmetic colors, pigmentation, texture, application, and price among the core target audience.
In the pre-sale event held to commemorate the launch of Jeximix cosmetics, the initial stock of 3,000 units was sold out within 6 hours, and in the second event, all 3,000 prepared units were also sold out.
The new products include two types: ‘Velvet Cream Lip Tint’ and ‘Jelly Volume Lip Tint,’ focusing on pigmentation and moisturizing power. To ensure the color does not fade during exercise or while putting on and taking off masks, a panel of 50 testers conducted over 300 tests to enhance product completeness.
A total of 16 products in 8 colors are released, including red and pink colors that can brighten the face, as well as everyday usable 'MLBB (My Lips But Better)' shades, allowing color selection according to skin tone.
Suyeon Lee, CEO of Jeximix, said, “We have devoted much effort to cosmetic research and development with the mindset of presenting more perfect products to our customers,” adding, “We plan to continue introducing various products with excellent fixation that do not fade with sweat during exercise, creating a new market called athleisure beauty.”
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