Olive International’s ‘Milk Touch’ hires talent to target North America and Europe

[Financial News] Milk Touch, the color cosmetics brand operated by beauty company Olive International, is hiring talent as part of its global scale-up. Its strategy is to take the brand image it built through success in Japan to developed markets such as North America and Europe.
According to industry sources on the 30th, Olive International is hiring for five areas in line with Milk Touch’s global scale-up strategy: product planning; global social media content planning and operations; domestic IMC marketing; global influencer marketing; and BX (Brand Experience).
A representative responsible for Milk Touch at Olive International said, “The talent joining us this time will take direct charge of the entire brand growth process, from planning upcoming products and expanding viral reach in Japan and North America to OLIVE YOUNG campaigns and designing brand experiences at Target and Hands store displays.” The representative added, “We will also recruit interns for the global social media content role through an internship-to-hire program.”
Milk Touch is drawing considerable attention in Japan. Its ‘Silver Veil Tissue Off Lip Tattoo,’ launched last August, topped Qoo10 Japan’s Mega Po overall ranking that month. It also ranked No. 1 simultaneously in real-time rankings, cumulative sales volume and cumulative sales value.
The brand is also rapidly expanding its retail presence in Japan. This year alone, it has entered at least 10,000 convenience stores across the country, bringing its local points of sale to over 15,000. Recently, it also operated pop-up stores at locations of the major lifestyle retailer Hands, including in Shinjuku, Ginza and Shibuya.
With Milk Touch firmly establishing its advantage in Japan’s beauty market, its overseas sales for the year are expected to at least double year on year.
Olive International plans to apply Milk Touch’s successful formula in Japan to developed markets such as North America and Europe. Last month, Milk Touch entered around 600 stores in Target Beauty Studio, the premium beauty section of major retailer Target. It is also selling 39 products across five categories, including cushion products, tints, lip tattoos and mascara, through Target’s online store.
Europe is another region where Milk Touch is stepping up its efforts. In June, Twice member Jihyo, the brand’s ambassador, drew attention by attending its UK launch event. Social media content featuring Jihyo has garnered more than 12 million views. The brand is also intensifying its push into Europe through store placements in Italy and department-store pop-ups in Romania.
An Olive International representative said, “Japan is a market where it takes a long time to earn consumers’ trust, but once that trust is secured, Japan becomes a strong reference.” The representative added, “We are actively working to secure talent so we can apply this successful formula from Japan to North America, Europe and other markets.”

[email protected] Kang Kyung-rae Reporter