APR Records 30 Billion KRW Sales in Four Days
Baby Cosmetics Brands Also Show Strong Performance
Neopharm and Gungjungbichek Rank High in 'Baby Lotion' Category
K-beauty brands achieved record-breaking sales during Amazon's 'Prime Day' event in the United States, which took place over four days from July 8 to July 11. Prime Day is an annual discount event held by the e-commerce platform Amazon since 2015, offering the largest benefits of the year alongside Black Friday. This year, the event period was extended by two days.
According to APR on July 21, sales during Amazon Prime Day surpassed 30 billion KRW. This result represents a sixfold increase compared to last year's event, and even considering the extended event period, it marks an overwhelming growth rate. Compared to Amazon's 'Big Spring Sale' held in March, sales were also 136% higher.
This year, the increased attention on Medicube is analyzed as a key factor driving sales growth. Among individual products, the 'Zero Pore Pad' delivered the most outstanding performance. Since April of last year, the Zero Pore Pad has consistently led the toner & lotion segment, and with the start of the event, it claimed the No. 1 spot as the overall best-selling beauty product.
Other cosmetic lines such as Collagen Jelly Cream and Deep Vita C Pad also ranked first in their respective categories. Medicube AGE-R's signature home beauty devices, 'Booster Pro' and 'Booster Pro Mini,' took first and second place in the 'Wrinkle & Anti-Aging Devices' category. Medicube became the K-beauty brand with the most products?seven in total?ranked within the top 100 bestsellers in the beauty category.
This year's Amazon Prime Day also saw notable performances from K-beauty brands in the baby cosmetics market. The baby lotion 'MLE Cream' from Atopalm, a sensitive skin care brand operated by Neopharm, achieved a 1,600% increase in sales compared to the previous year. It also ranked fourth in the baby lotion category.
This cream gained popularity after a well-known TikToker with 800,000 subscribers, who praised it as a 'cream for sensitive baby skin,' posted a video that garnered over 2.5 million views. In addition, 'Atopalm Toktok Facial Sun Pact' also achieved its best-ever performance, ranking 21st in the baby sun protection category.
As a result, Neopharm's total sales during this year's Amazon Prime Day surged by approximately 153% compared to last year. A Neopharm representative explained, "Our brand portfolio specialized in skin barriers and ongoing local marketing activities have been reflected in this year's Amazon Prime Day results." Neopharm plans to accelerate its entry into the U.S. market by sequentially launching in online and offline retail stores.
Eleven items from Gungjungbichek have been listed as bestsellers in major baby categories on Amazon. Provided by Zero to Seven.
Gungjungbichek, an infant skincare brand operated by Zero to Seven, saw its sales during the event period soar by about 869% compared to the same period last month. Among the products sold, 'Kids Face Lotion' and 'Moisture Sun Cushion Mild' ranked 14th and 16th in the baby lotion and baby sun protection categories, respectively. Additionally, 'Kids Silky Shampoo,' 'Primune Shampoo & Bath,' and 'Primune Moisture Cream' were also listed as bestsellers in major Amazon categories such as baby skincare, baby lotion, and baby body wash.
A Zero to Seven representative stated, "Gungjungbichek is gaining word-of-mouth popularity in the U.S. as a low-irritation skincare brand for the whole family, starting from babies," and added, "We plan to further strengthen our presence in the North American market as a leading skincare brand for infants and sensitive skin."
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