The agreement so far includes four Caolion and three SKINFOOD products, which will be introduced starting in February in the “Beauty Finds” and “Beauty Emporium” sections of key Boots’ outlets, gradually expanding to all Boots stores across the country. (image: POSCO DAEWOO)
SEJONG, Dec. 20 (Korea Bizwire) – The popularity of “K-beauty” has officially found its place in the U.K. cosmetics market.
POSCO DAEWOO, POSCO’s trading subsidiary, announced Tuesday that starting next year, Korean cosmetics brands Caolion Cosmetics and SKINFOOD will be featured at some 220 outlets and the online store of Boots, the largest pharmacy chain in the U.K.
This agreement between POSCO DAEWOO and Boots is the first successful outcome of Boots’ “K-Beauty Project”, POSCO said, adding that although there have been smaller Korean brands that independently entered the European market, this is the first time that cosmetics brands are being introduced through a local launch project.
The agreement so far includes four Caolion and three SKINFOOD products, which will be introduced starting in February in the “Beauty Finds” and “Beauty Emporium” sections of key Boots’ outlets, gradually expanding to all Boots stores across the country.
POSCO DAEWOO’s London office will be responsible for the successful launch of the new products, carrying out marketing efforts for the new brands, and overseeing their customs procedures, local transportations, and store management.
“The fact that the quality and the brand value of Korean cosmetics are being acknowledged in the European market, which is the central hub for the global cosmetics industry, is an extraordinary achievement,” said Nam Si-kyung, managing director at POSCO DAEWOO. “Local buyers think highly of the competitiveness of Korean cosmetics, which we believe will allow us to launch other products in the future.”
Meanwhile, POSCO is currently in talks with Douglas, Europe’s leading cosmetics and perfume retailer, to also introduce Caolion products at Douglas-operated outlets.
By Kevin Lee (kevinlee@koreabizwire.com)
