[Asia Economy Reporter Seungjin Lee] Korean cosmetic brands continued to set new records at China's largest discount event, the 'Guanggun Festival' (November 11, Singles' Day).
According to the cosmetics industry on the 13th, Amorepacific broke Laneige's all-time highest sales record at this year's Guanggun Festival. Laneige grew 38% year-on-year due to strong sales of new products launched in China. The Skin Veil Base ranked first in the Tmall makeup base category. Tmall's Wanghong (Weiya + Li Jiaqi) live commerce also surged 321% compared to the previous year.
Sulwhasoo also grew centered on new platforms. The Jaum Essence grew 325%, and sales of the entire Jaum line increased 83% year-on-year. Sales on video platforms targeting the MZ generation, TikTok (Douyin)/Kuaishou, also doubled compared to the previous year.
“Ryeo” achieved first place in pre-sales in the nourishing hair loss category, growing more than twice compared to the previous year, and Innisfree's core product, Green Tea Seed Serum, achieved 30% growth.
Amorepacific explained, "This result was achieved based on high growth on major e-commerce platforms such as Tmall and JD.com, as well as new video platforms targeting China's MZ generation, TikTok and Kuaishou."
LG Household & Health Care achieved sales of about 370 billion KRW, a 42% increase from 260 billion KRW last year, with luxury cosmetic brands including Whoo, Su:m, O Hui, CNP, and belif during this year's Guanggun Festival events centered on Alibaba and TikTok (Douyin).
LG Household & Health Care's flagship brand 'Whoo' recorded total sales of 329.4 billion KRW through Alibaba and TikTok (Douyin) channels, growing about 61% year-on-year. On Alibaba, the Whoo brand ranked third among luxury brands following Est?e Lauder and Lanc?me. Fourth place was Shiseido, fifth La Mer, sixth Helena Rubinstein, seventh SK-II, and eighth Kiehl's.
In particular, the Whoo Cheongidan Hwahyun Set sold 880,000 sets, ranking second among all single products (SKUs) in Alibaba's entire category, following Apple, and finished first among all SKUs in the beauty category. On the TikTok (Douyin) channel, the Whoo Cheongidan Hwahyun Set sold 300,000 sets, ranking first among all products sold on TikTok (Douyin), becoming the number one flagship in the beauty category.
Aekyung Industrial achieved approximately 16 billion KRW in transaction volume during the Guanggun Festival period.
During this Guanggun Festival, Aekyung Industrial's cosmetic brands AGE 20’s and LUNA exceeded their 2020 transaction volume with about 16 billion KRW in sales on major online shopping malls such as Alibaba, JD.com, and TikTok. This represents a 15% increase compared to the 2020 event sales. Thanks to these achievements, AGE 20’s Essence Cover Pact also ranked first in the BB cream category on Tmall this year.
Aekyung Industrial prepared various promotions such as Wanghong live broadcasts and product giveaways for this Guanggun Festival. In particular, digital marketing was strengthened using local models such as 'Zhang Jianing.'
Additionally, the premium hair care brand 'KERASYS' also achieved good results at this Guanggun Festival. It grew about 390% year-on-year, confirming the potential for success not only in cosmetics but also in daily necessities in the Chinese market.
This year, Dr. Jart+ achieved its highest-ever performance with sales of 275 million yuan (about 50.8 billion KRW), a 41% increase compared to last year's Guanggun Festival.
Dr. Jart+ actively utilized live commerce. On the first day of pre-sales, a live broadcast with the famous Chinese Wanghong (influencer) 'Austin' achieved sales of 124 million yuan (about 22.9 billion KRW).
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