"Goodbye, Magikkun" Taking Off Masks and Changing Makeup Styles

Indoor Mask Mandate Lifted from the 30th
Rising No-Mask Atmosphere, Increased Color Cosmetics Sales Before and After Seol
Makeup Shows and Extensive Promotions with Experiential Content

Customers are browsing makeup products at the MAC store in Lotte Department Store Main Branch. (Photo by Lotte Department Store)

The distribution sector is bustling a day before the indoor mask mandate is lifted. Except for public transportation and medical institutions, most indoor and outdoor places will allow life without masks, prompting those who had parted with masks that covered their faces at schools, workplaces, restaurants, and cafes to try 'full makeup' again, which they had postponed for some time. The distribution industry has prepared large-scale demonstrations and discount events for color cosmetics to welcome customers.

According to the distribution industry on the 29th, sales of color cosmetics in department stores and e-commerce, both online and offline, surged significantly following the news that the indoor mask mandate would be relaxed to a recommendation level. Lotte Department Store's color cosmetics sales increased by more than 40% compared to the same period last year around the Lunar New Year holiday (January 23-26). During this period, lipstick sales rose by 50%, lip gloss and tint sales by 80%, and sales of blushers, shading, and highlighters increased by 70%, showing that makeup products applied to lips, cheeks, chin, and nose, which had been hidden by masks, are gaining great popularity.

The online situation is similar. Lotte ON saw cosmetic sales jump over 50% through On and The Beauty's 'All About Beauty' event from February 2 to 15. Following the event, as the no-mask atmosphere intensified, from the policy announcement period of the 16th to the 24th, more than half of the top 10 beauty sales items were color cosmetics. Cushion and lip products were especially favored. SSG.com also recorded a 55% increase in beauty sales from February 20 to 26 compared to the same period last year. Lip-related products showed remarkable growth: lip liners increased fourfold (338%), lipsticks tripled (227%), and lip tints rose by about 50% in sales.

With the no-mask situation coinciding with events like Valentine's Day in February and the seasonal transition from winter to spring, offline department stores and online malls are launching large-scale beauty product promotions.

Department stores are leveraging makeup shows and demonstration events to highlight experiential advantages in line with the no-mask trend. Lotte Department Store anticipates increased demand for cosmetics starting in February and has planned a beauty product event themed 'Blooming Beauty Week' from March 3 to 12. A total of 37 brands, including Amorepacific, Shiseido, Sisley, MAC, and Bobbi Brown, will participate in a customer appreciation promotion. Services allowing customers to experience products directly in stores will be actively introduced. During the event, beauty product categories will feature makeup shows and makeup services, along with exclusive set product launches and genuine product giveaways from makeup brands.

Shinsegae Department Store will hold a cosmetic fair next month. From March 10 to 19, all stores will conduct discount events for about 70 cosmetic brands, including Est?e Lauder, Sulwhasoo, and YSL. Discount coupons will be provided through the Shinsegae mobile application (app). The cosmetic mileage event will also run until March 31. A large cosmetic pop-up store will be showcased as well. From February 15 to 21, a large pop-up featuring Yves Saint Laurent's new product, New Velvet Tint, will be held on the first floor of The Stage at Gangnam Branch. Makeup shows and a photo booth set against the YSL back wall will be operated.

Hyundai Department Store will offer H Point, the integrated membership of Hyundai Department Store Group, plus points redeemable like cash when purchasing beauty brands at 16 stores from March 3 to 14. Customers will receive 5,000, 10,000, or 20,000 plus points for purchases over 100,000, 200,000, or 300,000 KRW, respectively. On the first floor of The Hyundai Seoul, NARS makeup shows and pop-up events will be held from February 30 to March 4. Dior beauty pop-up events will take place from March 9 to 12.

Online platforms emphasize segmentation by theme and discount rates. Lotte ON's On and The Beauty plans to expand services such as sampling and experience groups, allowing customers to try various makeup products in collaboration with premium beauty brands. SSG.com is running the '2023 Shopping Bucket List' promotion until the 31st, selling various exclusive makeup planning products such as foundation, lipstick, and blusher in the beauty category. Up to 30,000 KRW discount coupons are also issued. From February 30 to March 2, 'Too Cool For School' shading, blusher, and highlighter sets will be offered at a 60% discount in an exclusive special price. Curly is holding a 'Base Makeup Life Item' event until March 2, gathering over 110 products ranging from basic base makeup to various beauty accessories with discounts up to 51%. Depending on the brand, additional 10-20% discount coupons and gifts are provided.

An industry insider said, "With the indoor mask mandate lifted from the 30th, demand for cosmetics that brighten skin and lips, which had been hidden by masks, is increasing." He added, "In this atmosphere, makeup demonstration and experience events targeting demand for change ahead of the spring season, when outdoor activities increase, will continue to be held."