Target the 10-to-30s Market... MUSINSA BEAUTY Pre-Releases 100 Products Every Month

[Financial News] MUSINSA BEAUTY is expanding its position as a channel for beauty brands to unveil new products ahead of their official launches, leveraging its young customer base.
According to MUSINSA on the 2nd, products exclusively pre-launched through MUSINSA BEAUTY averaged more than 100 per month from the beginning of the year through last month. Domestic and international brands, including NARS, MAC and Sulwhasoo, unveiled new products there first.
MUSINSA identified its high share of customers in their teens through 30s as a competitive advantage. Customers in their teens through 30s account for about 80% of all MUSINSA BEAUTY purchasers. The company explained that this allows brands to connect with younger customers and gauge market reactions from the early stages of a product launch.
Brands that conducted exclusive pre-launches also saw their transaction values increase. Makeup brand Jung Saem Mool exclusively pre-launched a product in collaboration with the film 'The Devil Wears Prada 2' last April. During the promotional period from April 9 to 15, the brand's transaction value rose 77% year on year.
Lush also exclusively unveiled a Super Mario collaboration edition ahead of its official release last April, driving a 64% year-on-year increase in the brand's transaction value during the promotional period. Last August, MAC exclusively unveiled a limited-edition collaboration with Jean-Michel Basquiat online.
Major corporate brands are also taking part. Luna, Aekyung Industrial's makeup brand, exclusively unveiled its new 'Cloud Layer Collection' lineup on MUSINSA BEAUTY on the 30th of last month. It is operating a pop-up store at Musinsa Megastore Seongsu in Seongsu-dong, Seoul, through the 14th.
A MUSINSA BEAUTY official said, "Demand for MUSINSA BEAUTY remains steady because it enables brands to quickly connect with young customers who are highly sensitive to trends," adding, "We will strengthen our ability to effectively promote new products by linking content tailored to each brand's characteristics with online and offline experiences."
[email protected] Kang Myeong-yeon Reporter