[Asia Economy Reporter Jeon Jinyoung] Lotte ON's On and the Beauty is transforming into a 'beauty playground' centered on premium brands.
According to Lotte ON on the 30th, On and the Beauty will hold the 'Life Lip Color' event from the 1st to the 17th of next month. This event introduces the most recommended products by customers along with actual reviews from users. In particular, detailed customer reviews, close to expert level, help customers find the product that suits them best.
The On and the Beauty Life Lip Color event was planned since the launch of On and the Beauty in April. Among beauty products, lip products, which are most sensitive to color and application, were selected for a customer product review event. The event is based on an analysis of reviews from over 500 customers who participated. The product reviews include photos taken by the users themselves and detailed, vivid descriptions of matching skin tones, textures, and formulations.
Notably, among the customers who participated in the review event, women in their 30s and 40s who have a high purchase ratio of premium brands are expected to provide practical help in product selection. In fact, among the participants in the previous event, 95% were women by gender, and 70% were in their 30s and 40s by age group. Also, by brand, the top 30 products selected as 'Life Lip Colors' were dominated by department store beauty brands such as MAC, Dior, Chanel, and Yves Saint Laurent, showing a high preference for these brands.
Representative products introduced in this event include 'Dior Rouge Dior Ultra Rouge 863 Ultra Feminine' for red shades, 'Yves Saint Laurent Rouge Volupt? Shine 12 Coral Excitement' and 'Benefit Tint ChaCha Tint' for coral shades, and 'Dior Lip Glow Raspberry' for pink shades.
There is also an event where customers can experience department store beauty brands. New members who join the beauty-exclusive membership 'On and the Beauty Club' and enter the event will be entered into a draw where 10 winners will receive the On and the Beauty exclusive kit, the 'Benefit Dandelion & Flora Tint Set.'
Hwang Hyungseo, head of the Department Store Marketing Team at Lotte ON, said, "On and the Beauty appears to be providing high satisfaction and positive experiences to women in their 30s and 40s by leveraging vivid reviews of premium beauty brands as a competitive advantage. We will continue to focus on our main customers and plan premium products and services that can only be experienced at On and the Beauty to provide special customer experiences."
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