VDIVOV's 'Ggan Dalgyal Cushion' Word of Mouth... Triple-Digit Sales Surge in First Half of the Year

Sales from January to June this year increased by 173% compared to the previous 6 months

Shinsegae International's own cosmetics brand VDIVOV's Longwear Skin Fit Cushion has recorded a significant increase in sales growth this year.

According to Shinsegae International on the 28th, sales of the Longwear Skin Fit Cushion (SPF50+ PA++++) from January to June this year increased by 173% compared to the previous six months. Released in August last year, this product has established itself as a hit item accounting for about 25% of the brand's total sales. Known as the so-called 'Ggan Dalgyal Cushion' that creates smooth and radiant skin, it began to rapidly increase in sales through word of mouth.

The VDIVOV Longwear Skin Fit Cushion is popular for its thin and elastic texture that feels like moist cream foundation in a cushion, combining the three essentials of adhesion, durability, and comfort. Among them, the No. 20 Natural shade, which expresses a bright and natural skin tone, is continuously sold out and restocked, drawing great attention every day.

The Longwear Skin Fit Cushion contains 60% essence, a skincare ingredient, enhancing moisture retention and providing a non-greasy dewy glow. It protects the skin with triple functionality of whitening, wrinkle improvement, and UV protection, and the cover powder complex in four different sizes covers skin unevenness and contours tightly for a smooth complexion. It is sold in three natural shades: No. 10 Light, No. 20 Natural, and No. 25 Camel, priced at around 36,000 KRW for the main product and around 20,000 KRW for refills.

The Longwear Skin Fit Cushion has received explosive responses not only from domestic customers but also from foreign customers interested in K-pop idol makeup. On the 18th, VDIVOV held a K Idol Makeup Class for foreign customers as part of the Korea Beauty Festival hosted by the Korea Tourism Organization in collaboration with Lotte Duty Free. Tourists from various countries such as France and India showed great interest in cushion usage and shade selection, which directly translated into sales. On that day, the duty-free store's daily sales led by the Skin Fit Cushion exceeded 300% compared to the average daily sales in June.

A Shinsegae International VDIVOV representative stated, “The Skin Fit Cushion is a product that lasts long and light without breaking down, making it even more prominent during the hot summer,” adding, “We are focusing all efforts on securing inventory and marketing related products ahead of the summer vacation season and peak season.”