According to industry analysts, home shopping, which was the center of the ‘cushion foundation craze’, is the preferred starting platform for foreign brands and new domestic brands. (Image : Yonhap)
SEOUL, Nov.30 (Korea Bizwire) – Two and Up, an importer of foreign cosmetics, is making efforts to debut its newly imported foreign products through home shopping networks. Officials believe that this strategy will make it easier to gain consumer awareness in a short amount of time, while allowing for the expansion of distribution channels when the company starts to be profitable.
According to industry analysts, home shopping, which was the center of the ‘cushion foundation craze’, is the preferred starting platform for foreign brands and new domestic brands.
Amore Pacific’s ‘IOPE Air Cushion’, the founding father of cushion foundations, started to get popular after hitting the airwaves on home shopping networks in late 2008. As women in their 30s, who are the main consumers of home shopping, started talking about the product, it created a craze within one or two years.
Currently, Amore Pacific’s 13 brands including IOPE have accumulated sales of more than 70 million cushion foundation products. The successful strategy could be seen as a great butterfly effect of airing the products on home shopping networks.
As a result, small brands and new brands that lack consumer awareness usually prioritize selling their goods on home shopping networks based on the quality of their products.
Home shopping programs help to highlight a product’s best features, and show the hosts using the product, giving consumers a better idea of what to expect when they make a purchase. By bundling various products from the same brand together and providing other incentives, companies have made home shopping popular among housewives, who are the main consumers of cosmetics.
The French cosmetics brand Sampar was introduced to the Korean market through home shopping networks in October 2008.
J One, the cosmetics brand launched by actress Ha Ji-won, is gaining popularity through Lotte Home Shopping. The company’s main product, ‘Jelly Pack’, sold out five times among the 13 times it aired, with a total of 67,700 sets worth approximately six billion won sold.
Age Twenties sold over one million sets of its ‘Essence Cover Pack’ since it aired the product on Hyundai Home Shopping in September 2013. More than 200,000 sets were sold during the first half of this year through GS Home Shopping.
By M.H.Lee (mhlee@koreabizwire.com)
