Cosmetic brand Avajar announced on the 17th that it is officially entering 100 stores of the large Japanese lifestyle variety shop LOFT, marking the beginning of its expansion in the Japanese market. The brand will introduce its flagship product, the 'Lifting Mask,' to Japanese consumers, aiming to lead the functional K-beauty market.
At the same time, Avajar plans to further increase brand awareness in Japan by participating in the 'KOSFES' S/S pop-up store hosted by LOFT, which will feature numerous K-beauty brands.
LOFT is a representative variety store operating over 150 stores nationwide in Japan, known for curating trendy beauty and lifestyle products. Through this LOFT entry, Avajar will officially sell the single item 'Lifting Mask' in 100 stores. This will provide Japanese consumers with a product optimized for the trend of skin elasticity and V-line preference.
Along with expanding offline distribution channels, Avajar is also increasing its influence in the Japanese online market by operating a brand store on Japan's largest e-commerce platform, Qoo10 Japan.
Recently, Avajar launched full-scale online marketing starting with Qoo10's 'Mega Wari' event and continues to run customized promotions and discount events centered on the Lifting Mask through the Qoo10 brand store.
Avajar plans to strengthen its omnichannel strategy by growing simultaneously online and offline, expanding touchpoints with Japanese consumers.
An Avajar representative stated, "Through the LOFT entry, we plan to make it easier for Japanese consumers to experience and try Avajar's Lifting Mask." They added, "In particular, we will actively promote the functionality and effectiveness of the Lifting Mask, which is rapidly gaining word-of-mouth popularity in the Japanese market, to firmly establish our position in the K-beauty market."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
