“No resting on its laurels, even after 12 years at No. 1” ... Home and Shopping Co., Ltd. and Unilever join forces to strengthen their beauty competitiveness

[Financial News] As consumer trends in the beauty market change rapidly, the home-shopping industry is also stepping up cooperation to boost the competitiveness of established popular brands. The move reflects the view that even brands with a long track record of sales need to continually revamp their product and marketing strategies to meet changing consumer demand.
 According to industry sources on the 26th, Home and Shopping Co., Ltd. is partnering with global beauty company Unilever Carver Korea to strengthen the product competitiveness of cosmetics brand AHC.
 To that end, senior executives from Unilever Carver Korea visited Home and Shopping Co., Ltd. on the 22nd to discuss ways to expand business cooperation. The visit was attended by senior executives including Anirban, B&W Greater Asia head for Korea and Japan; Kim Ji-won, CEO of Unilever Carver Korea; Lee Pi, chief marketing officer (CMO); and Choi Hyun-min, head of sales, as well as Home and Shopping Co., Ltd. officials.
 The two companies’ cooperation will center on AHC, Home and Shopping Co., Ltd.’s flagship beauty brand. AHC has held the No. 1 spot in skincare product sales at Home and Shopping Co., Ltd. for 12 years. The plan is to draw on the brand recognition and sales experience it has built up over the years to respond to changing consumer demand and explore new growth opportunities.
 The partnership is drawing attention in particular as a strategy to maintain the competitiveness of a long-established brand while responding to changes in the beauty market. Even products that have been popular on home-shopping channels for years need changes to their product offerings and sales strategies as consumer preferences and purchasing habits evolve.
 Unilever Carver Korea executives toured Home and Shopping Co., Ltd.’s headquarters and broadcast studios that day to learn about its broadcast production and operating environment. They then exchanged views on product management strategies, marketing direction and potential future collaboration, focusing on the AHC brand.
 The two companies’ interests align: Home and Shopping Co., Ltd. can strengthen the competitiveness of its beauty products by building on a proven popular brand, while Unilever Carver Korea can also leverage the sales experience it has accumulated through the home-shopping channel.
 “AHC is a flagship brand that has held the No. 1 spot in skincare product sales at Home and Shopping Co., Ltd. for 12 years,” said Kwon Jin-mi, CEO of Home and Shopping Co., Ltd. “Through our partnership with Unilever Carver Korea, we will introduce products that meet our customers’ needs.”
[email protected] Kim Hyun-chul Reporter