Expecting Effects of Enhanced Premium Beauty and Expanded Customer Experience
Amorepacific's premium brand 'Sulwhasoo' is now available on Olive Young's online mall.
CJ Olive Young announced on the 9th that it has launched Amorepacific's luxury skincare brand Sulwhasoo in the premium cosmetics section 'Lux Edit' of its official online mall.
CJ Olive Young held 'Olive Young Live' on the afternoon of the 8th at Sulwhasoo Dosan Flagship. Photo by CJ Olive Young
Through Sulwhasoo's entry into Olive Young, the brand aims to expand its customer base among the MZ generation (Millennials + Generation Z), while Olive Young plans to strengthen its premium beauty competitiveness to create synergy.
Sulwhasoo has been popular since its initial launch on Olive Young. On the afternoon of the 8th, about a week after Sulwhasoo's launch, the 'Ollyoung Live' sales event held at the Sulwhasoo Dosan flagship store surpassed 700 million KRW in sales, with a cumulative viewership of 350,000. Notably, 61% of the viewers who watched Ollyoung Live that day were customers aged 30 or younger.
Sulwhasoo's signature product, 'First Care Activating Serum,' is described by Olive Young as a product that aligns with Olive Young's slow-aging trend. Olive Young plans to nurture not only Sulwhasoo's skincare but also its makeup products. The aim is to highlight the luxury makeup lineup, including cushions that express a sophisticated glow and functional lip products, showcasing product quality to Olive Young's main customer base, the MZ generation.
To celebrate Sulwhasoo's launch, Olive Young is holding the 'Sulwhasoo Super Brand Day' on its official online mall and mobile app until the 11th.
An Olive Young representative said, "We expect great synergy by combining Sulwhasoo's product excellence, a brand representing the domestic luxury beauty market, with Olive Young's differentiated channel competitiveness and curation know-how. We plan to continuously introduce high-quality premium beauty products through 'Lux Edit' in the future."
Meanwhile, Olive Young launched the premium cosmetics section Lux Edit last year, introducing high-end brands gaining attention in the domestic and international beauty markets. Starting with Sulwhasoo, Olive Young plans to expand its lineup from traditional premium brands to indie premium brands.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
