"Lotte Home Shopping Targets Home Beauty Enthusiasts with Mobile Beauty Section 'Raenseon Beauty' Opening"

Lotte Homeshopping announced on the 3rd that it has opened 'Laenseon Beauty,' a mobile beauty specialty store that offers personalized beauty products and provides trends.
(Photo by Lotte Homeshopping)

Beauty Specialty Hall Opens with Over 1,500 Brands and 70,000 Products
Operates One-Day Special 'Beauty24' and Beauty Trend Content 'VIEWti Magazine'

[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 3rd that it has opened a mobile beauty specialty hall called 'Laenseon Beauty,' which offers personalized beauty product recommendations and trend information.

With the prolonged COVID-19 pandemic, the number of home beauty enthusiasts managing skin and hair at home has increased, leading to a more than 20% growth in Lotte Homeshopping's beauty product sales (based on order quantity) compared to the previous seven months as of the 2nd of this year. The product range is expanding from basic and color cosmetics to hair and body care, with products becoming more segmented by function.

Accordingly, Lotte Homeshopping planned the mobile beauty specialty hall by reflecting customer demands, latest trends, and discount benefits. Customers can directly select their skin type, such as oily or dry, and preferred care like whitening or pore management to purchase related products. Customized product recommendation services based on customers' skin types and concerns will also be introduced in the future. Additionally, various shopping benefits are provided, including the one-day special 'Beauty24,' magazine-style beauty content 'VIEWti Magazine,' and a 'Fast Delivery Service' that ships orders placed by 3 PM on the same day.

'Laenseon Beauty' consists of over 1,500 brands and 70,000 products, including Physiogel, Kiehl’s, and Diptyque. Targeting the summer season, it offers various sets of popular beauty brand Kiehl’s 'Transparent Essence' and 'Sunscreen.' The 'Live On Beauty' section, aimed at the MZ generation familiar with the latest trends and videos, introduces brand hit products such as 'Acqua di Parma Summer Popular Perfumes' and 'Innisfree Basic Strengthening Promotion' through videos and sells them with exclusive benefits. To commemorate the opening, a 10% point accumulation benefit is offered for purchases via the mobile app, along with a 'Shipping Fee Trial Event' allowing customers to try popular products by paying only the shipping fee, and an event where customers who register their skin type and participate in comments are entered into a draw to win mobile coffee vouchers.

Meanwhile, Lotte Homeshopping is strengthening its competitiveness by operating category-specific mobile shopping specialty halls segmented by age group and lifestyle. Targeting the MZ generation, it launched the 'Fashion Hall,' the 'Food Hall' introducing excellent agricultural specialties and regional delicacies linked with nationwide production areas, and the 'Senior Hall' aimed at active seniors last year, resulting in a more than 50% increase in specialty hall traffic compared to the initial opening period.

Shin Mingu, head of Lotte Homeshopping’s e-fashion division, said, "With the prolonged COVID-19 pandemic, demand for beauty product searches and video content via mobile has increased. As home beauty becomes part of daily life, we have opened a specialty hall that can provide products and services from the customer’s perspective. We plan to expand home beauty-related products and services, including introducing a curation service that can suggest personalized products by the first half of next year."