Last month, Chicor introduced a popup store at Daejeon Shinsegae Art & Science where an AI-based smart mirror diagnoses customers' skin and recommends products. Chicor plans to expand the smart mirror service to other stores.
Starting Next Year, 'Online Luxury Platform' Structural Reform
Expansion to Over 70 Luxury Brands on Chicor.com…Diversification of Product Categories Including Niche Perfumes
Transition to an O2O Digital Beauty Platform through Integration of Beauty Tech and Linked Marketing
[Asia Economy Reporter Yuri Kim] Shinsegae Department Store's beauty select shop 'CHICOR' is set to leap forward as an 'online luxury platform' targeting the 2030 generation next year.
On the 8th, CHICOR stated, "Before COVID-19, CHICOR focused on experiential content, but from 2022, we will strengthen online channels and combine 'beauty tech' to transform into an online-to-offline (O2O) digital beauty platform." They plan to expand the number of luxury brands on Chicor.com from the current 42 to over 70 and diversify product categories to meet customer demand, including niche perfumes. Differentiated content such as real-time live beauty consulting to increase online customer inflow will also be introduced continuously.
CHICOR said, "The main target, the MZ generation (Millennials + Generation Z), are 'smart consumers' who actively seek information, and with the rapid growth of the online market due to COVID-19, we will focus all efforts on building a digital shopping environment." Their goal is to achieve sales of 150 billion KRW by 2024.
Chicor.com, which opened last year, has grown 150% in just one year and four months. The membership count is 450,000, of which 82% are from the 2030 generation, considered part of the MZ generation. Chicor.com plans to actively introduce brands and services that can secure a competitive edge in the digital market as a luxury beauty platform for the MZ generation. Currently, CHICOR hosts global luxury cosmetics favored by the 2030 generation, including YSL, Bobbi Brown, MAC, NARS, Lanc?me, Santa Maria Novella, Diptyque, and Byredo. CHICOR emphasized, "We will strengthen luxury brands that could only be experienced in department stores so that customers can experience a 'Little Shinsegae' anytime and anywhere through CHICOR."
They will also strengthen O2O services and beauty tech marketing that create synergy between offline and online. Campaigns linked between online and offline, and live commerce conducted in stores will be continuously introduced. The smart mirror service, first introduced last month at Daejeon Shinsegae Art & Science, will be expanded to other stores. The plan is to provide customers with new experiences and enjoyment through the latest IT content.
Myosoon Kim, Executive Director in charge of Shinsegae Cosmetics and Miscellaneous Goods, said, "Entering its sixth year, CHICOR is now making a leap forward as a luxury beauty platform encompassing both online and offline," adding, "We will present differentiated content targeting the 2030 generation."
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