“Building a Convenience Store People Come to Buy Cosmetics” ... Emart24 Expands Its Beauty and Fashion Footprint

[Financial News] As convenience stores expand their product ranges beyond food into beauty and fashion, Emart24 is rapidly increasing the number of stores carrying related products.
According to industry sources on the 29th, Emart24 had completed the rollout of beauty and fashion products at around 1,800 stores nationwide as of the 28th. This was just 13 days after the products’ full launch on the 16th, reaching about 72% of its year-end target of 2,500 stores. The company expects to meet its target ahead of schedule next month, given the current pace of expansion.
This month, Emart24 opened an “All Day Care Lab” store specializing in health, beauty and fashion, and began strengthening those categories. Its strategy is to grow them beyond convenience products customers seek when they are in a pinch, into “destination purchase” categories that draw customers to convenience stores specifically to buy certain products.
The beauty range comprises 52 products in total: 32 color cosmetics and 20 skincare products. The color cosmetics are mainly lip balms and tints from brands including RAWDEW, TONYMOLY, Dinto and 2aN, with some products featuring colors and sets exclusive to Emart24. The skincare range includes products from six brands, such as Isntree, Mediheal and It’s Skin.
The stores have also introduced dedicated display fixtures where customers can try color cosmetics firsthand. Designed to let shoppers compare products by brand and check their color payoff, the fixtures strengthen the beauty product trial experience at convenience stores.
Emart24 introduced 18 fashion products in collaboration with W Concept, a fashion platform affiliated with Shinsegae Group. The range focuses on socks, T-shirts and bra tops suitable for both exercise, such as running, and everyday wear, and also includes practical everyday items such as dual-purpose sun-and-rain umbrellas and pouches.
An Emart24 spokesperson said, “Beauty and fashion products are spreading rapidly, with the rollout surpassing 1,800 stores just 13 days after launch.” The spokesperson added, “We will continue to increase the number of stores carrying beauty and fashion products, drawing on differentiated products and brand collaborations to broaden our customer reach.”
[email protected] Kim Hyun-ji Reporter