Yeonjak Opens Shinsegae Times Square Store... Targeting 2030 Millennials

[Asia Economy Reporter Yujin Cho] Luxury herbal cosmetics brand Yeonjak is intensifying its focus on the 2030 commercial districts.

Shinsegae International announced that on the 26th, it opened Yeonjak's fifth offline store at Shinsegae Department Store Times Square branch. The goal is to capture the 2030 generation, Yeonjak's main customers, by targeting the Yeongdeungpo commercial district, which has a large young floating population.

The new Yeonjak store, located on the first floor of the fashion hall at Shinsegae Department Store Times Square, occupies 18㎡ (about 5.5 pyeong) and features an interior that modernly reinterprets elements derived from nature, infused with Oriental beauty.

The store uses subtle ivory gray natural marble throughout to faithfully reproduce the texture of nature, and in one corner, there is a washbasin made of elegant concrete and natural stone where customers can directly experience the products.

Yeonjak currently operates stores in major key commercial districts including Shinsegae Department Store main branch, Gangnam branch, Centum City branch, and Daegu branch. The Yeongdeungpo area, where the Shinsegae Department Store Times Square is located, is a millennial commercial district where over 30% of Seoul’s 2030 generation reside, offering the advantage of attracting customers from southwestern metropolitan areas such as Bucheon and Gwangmyeong.

The company expects Yeonjak’s millennial target strategy to gain further momentum with this new store opening. From January to June this year, Yeonjak’s total sales increased by 105% compared to the same period last year, with the 2030 generation accounting for 60% of total sales.

Word of mouth about Yeonjak is spreading rapidly through social networking services (SNS), which serve as communication channels for the millennial generation. Especially, new products have been benefiting significantly from marketing effects via SNS.

At the beginning of this month, the ‘Longwear Porcelain Cushion Foundation,’ launched targeting millennial female customers, quickly rose to become the second best-selling Yeonjak product due to its high coverage and thin adhesion gaining word of mouth.

A Yeonjak representative from Shinsegae International said, “We are establishing ourselves as a brand chosen by the millennial generation with a concept clearly differentiated from existing herbal cosmetics,” adding, “We will significantly increase market share and awareness through strategic store operations in key commercial districts, online sales, and expansion into the Chinese online market.”

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