[2020 Asia Consumer Awards] Nature Collection, Outstanding Accessibility and Comfortable Interior Satisfaction UP

[Asia Economy Reporter Yujin Cho] Nature Collection, a beauty lifestyle select shop by LG Household & Health Care, which won a special award, embodies the concept of "delivering the healthy beauty of nature to everyday life."

It sells 11 premium brands, focusing on naturalistic cosmetics such as The Face Shop and Beyond, dermocosmetic brands like Dr. Belmeur and Cha & Park Cosmetics, as well as herbal brands such as Sooryehan and Yehwadam.

Since opening its first store in Gwanghwamun in February 2016, it has steadily increased the number of stores. The conversion of The Face Shop stores, once considered the leader in road shops, into Nature Collection stores is also underway. Currently, it operates about 490 stores nationwide, with approximately 70% of the stores converted from The Face Shop to Nature Collection.

The Face Shop's transition to Nature Collection reflects consumer trends expanding channels into multi-brand stores. The focus was on more efficiently improving the business structure centered on mid-to-low-priced products and promoting changes in a consumer-centered purchasing environment. To this end, stores were opened not only in busy commercial areas but also in residential dense areas and large supermarkets?our neighborhoods and surroundings where customers do not have to go out of their way.

The store design also fully embraces comfort. Based on various green tones that change moment by moment with the trees of the forest and the seasons' changes, which embody the vitality of nature, Nature Collection expresses freshness and greenery. By also using brown tones, the colors of the earth, it simultaneously reveals warmth and richness.

In November last year, a video collaboration with EBS's penguin character "Pengsoo," which has become a popular character, was released through "Giant Peng TV," attracting attention. In this video, Pengsoo visits a Nature Collection store, receives beauty consultant training, and works as a one-day salesperson. This video, containing comical episodes, drew great responses immediately after its release, recording 1.18 million views in just eight days.

This content was produced with the assistance of AI translation services.