SEOUL, Nov. 2 (Korea Bizwire) - With Korean cosmetics products creating a buzz in the international market due to the so-called ‘K-Beauty’ craze, domestic entertainment businesses and celebrities are launching their own brands. These brands have been attracting a lot of attention from the start, thanks to their popular creators.
J.ONE, the cosmetics brand launched in June by actress Ha Ji-won, has received a positive response from consumers as its main product, ‘Jelly Facial Pack’, usually sells out on the Lotte home shopping network.
YG Entertainment, representing Psy and Bigbang, also jumped on the cosmetics bandwagon in October 2014. The brand ‘Moon Shot’ opened flagship stores in Samcheongdong and at Lotte Young Plaza, and is also offering its products for sale online. Recently the company expanded its business to Malaysia, opening 25 new stores.
Not to be outdone, IOK Company, which has actress Ko Hyun-jung in its stable, launched a cosmetics brand called ‘KoY’ in September, putting its starlet in the spotlight.
Analysts say entertainment businesses are looking to the cosmetics industry and hoping to get a piece of an increasing large market that is being spurred to new heights thanks to the K-Beauty craze.
In addition, once a brand concept and marketing strategy have been established, entertainment agencies can easily use the talent they represent in their advertising.
Celebrities abroad have also launched ventures in the cosmetics industry. Jessica Alba recently debuted her cosmetic brand ‘Honest Beauty’, and Jennifer Aniston is participating as a partner in the hair product brand ‘Living Proof’.
However, officials say that even if the cosmetics brands launched by entertainment companies and celebrities have the upper hand at the start, it is product quality that will be the ultimate judge of success.
By Francine Jung (email@example.com)