Digital trade platform Yesbee's Japanese general distributor brand Lilybyred announced that it has confirmed the opening of a pop-up store, including entry into the 'Next Trend Zone' in Osaka and partnership with @cosme, Japan's leading cosmetics review site that operates both online and offline stores.
@cosme is a cosmetics review service with 16.5 million monthly users, used by one in two Japanese women in their 20s and 30s, operating about 50 stores nationwide in Japan. In the Tokyo and Osaka areas, it is a cosmetics O2O platform company that owns large stores capable of hosting brand special events.
Currently, Lilybyred is located in the Next Trend Zone at the @cosme Osaka store and is preparing a pop-up store from March 13 to 19. This event is planned to showcase Lilybyred's representative and new products, which are rapidly gaining popularity in Japan, all in one place.
Additionally, Lilybyred's model, K-POP artist Yena, will participate as a global guest at the Kansai Collection (one of Japan's two major fashion shows alongside Tokyo Girls Collection, held on March 20 at Osaka Kyocera Dome). Lilybyred has secured a booth there, receiving high responses from local Japanese fans and buyers, and is preparing the event to engage with over 30,000 attendees, including distribution of sample products.
A Yesbee representative stated, "We are very excited to directly present Lilybyred's unique story and sensibility to Japanese customers through consecutive marketing events this March," adding, "We plan to further strengthen partnerships with local customers and distribution channels like this case to accelerate our penetration into the Japanese market."
Since its offline launch last October, Lilybyred has been stocked in about 1,500 major variety shops and drugstores in Japan, including Plaza, Ainztorte, Matsumoto Kiyoshi, and Don Quijote, and is also recording strong sales online, mainly through official malls on Qoo10 and Rakuten. Accordingly, Yesbee plans an aggressive approach, aiming to more than triple Lilybyred's sales target for this year.
The Yesbee representative also said, "Unlike other countries where online platforms like Amazon, Shopee, and Lazada dominate, offline stores still account for over 70% of sales in Japan. Therefore, we will further enhance the completeness of display fixtures and strengthen long-term partnerships with retail channels. Since the main target is the MZ generation, we also plan to strengthen relationships with influencers across various channels."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
