Worth Collecting... Limited Edition Cosmetics Catch Attention

LG Household & Health Care Suryuhan Hyobidam Fermented 3-Piece Special Gift Set.

[Asia Economy Reporter Moon Hyewon] The cosmetics market, which had been frozen due to prolonged COVID-19 and consumer sentiment, is regaining vitality after the lifting of social distancing measures. The industry is focusing on releasing limited edition products that increase collectible value by designing cases with works of famous painters or movie characters. Consumers' desire to collect, driven by the mindset of "If not now, I can't buy it," is opening their wallets. Especially, unique and creative products targeting the 'MZ generation,' who are enthusiastic about distinctiveness and creativity, are gaining popularity.

For example, LG Household & Health Care's Su:m37 recently collaborated with modern minhwa painter Seo Hana to present the ‘Hyobidam Fermentation 3-piece Special Set.’ The product case expresses wishes for wealth and fortune with the colorful peony flowers that bloom in spring, and the bird painted on the vase symbolizes a more progressive image. Additionally, the landscape reflected in the mirror represents a beautiful world beyond tradition that the Su:m37 brand will move toward.

The collaboration with Seo Hana, who paints modern and new minhwa, is characterized by incorporating a dreamlike beautiful utopia into the product design.

Limited edition of Shiseido Anessa's 'Perfect UV Sunscreen Skincare Milk N Marble'.

Shiseido’s Anessa released a limited edition ‘Perfect UV Sunscreen Skincare Milk N Marvel Limited Edition’ featuring Marvel heroes such as Spider-Man, Hulk, and Captain America on the product cases. According to Anessa, Marvel heroes are well known not only among women aged 20 to 50, the main customers of sunscreen, but also among men and children, making the product familiar to people of all ages and genders.

This product was simultaneously launched in 10 countries on the 26th of last month and is available exclusively at Olive Young in South Korea.

Nas 'Pure Radiant Protection Aqua Glow Cushion Foundation SPF23/PA++' limited edition 'Gold Rush Case'.

NARS celebrated the first anniversary of its bestseller ‘Pure Radiant Protection Aqua Glow Cushion Foundation SPF23/PA++’ by releasing a limited edition ‘Gold Rush Case’ that enhances collectible value. Since its launch last year, this cushion product has earned the nickname ‘glow cushion’ and has become a representative item loved by many consumers. The limited edition Gold Rush Case features an elegant gold tone combined with NARS’s signature chicness, creating a restrained luxurious mood. Its color and design are so sophisticated that it can be used not just as a beauty item but also as an accessory to match the mood of the day, further stimulating purchase desire.

An industry insider said, “Many consumers buy limited edition cosmetics out of impatience triggered by the word ‘limited edition.’ Due to the nature of cosmetics having an expiration date, some collectors gather only empty cases, which has also activated secondhand trading.”