'Targeting the Double 11 Shopping Festival'... Beauty Industry's All-Out Battle to Capture Special Opportunities

[Asia Economy Reporter Jo Yujin] Domestic beauty companies have entered a special sales period to capitalize on China's largest annual shopping festival, Guanggunje. They are focusing their efforts, seeing it as a turning point for recovering K-Beauty demand that collapsed after the Chinese government's declaration of the end of the COVID-19 pandemic.

According to industry sources on the 4th, ahead of Guanggunje (November 11), the largest online shopping festival led by China's biggest e-commerce company Alibaba, major domestic cosmetics companies such as Amorepacific, LG Household & Health Care, Aekyung Industrial, and Shinsegae International have launched exclusive planned sets and started discount promotions.

LG Household & Health Care is participating in the Guanggunje event on Tmall focusing on a total of eight brands including Whoo, Su:m37, O Hui, belif, and Sooryehan. These brands, which operate brand direct stores on Tmall, are fully participating in the sales period from the first and second pre-sales that started on the 21st of last month until November 11, ahead of the official start of Guanggunje. Each brand is introducing special planned sets targeting Guanggunje and plans to boost sales through Tmall live broadcasts featuring popular Wanghong influencers.

An LG Household & Health Care official said, "Whoo, which is especially popular in China, will showcase a brand video filmed against the backdrop of Seoul city and palaces on Tmall for this Guanggunje. Until the peak day of the event, Guanggunje, the brand video featuring the representative product ‘Whoo Bichup Ja Saeng Essence’ with a sculpture harmonizing with the palace will be displayed on the Tmall main page to enhance brand image and attract attention."

Amorepacific prepared benefits linked to its flagship brand Sulwhasoo's key products under the story theme 'The Secret of Ageless Beauty' developed for Guanggunje. To this end, special video content was produced and a celebrity campaign was launched mainly on Xiaohongshu, Douyin, and Weibo. They are selling four luxury sets centered on the representative product Jaumsaeng Essence and two limited editions of Yunjo Essence. Amorepacific expects this to be a catalyst for recovering sales in China, riding the trend of an 80% growth in luxury brand sales through online channels during the COVID-19 pandemic.

Aekyung Industrial Age 20's Honey Butter Almond Edition

Aekyung Industrial is conducting discount events for popular products in China such as Age 20's Essence Cover Pact and Luna Long Lasting Tip Concealer, and is introducing one Guanggunje exclusive planned set and one collaboration planned set. An Aekyung Industrial official said, "We prepared a collaboration edition 'Honey Butter Almond Edition' planned set featuring the character of Honey Butter Almond on the pact case design for Guanggunje." "We expect it to be popular among Chinese consumers who love K-Beauty and K-Almond, especially those who have not been able to access K-Beauty for a while due to COVID-19."

Shinsegae International is participating in the Guanggunje event through Yeonjak and Vidi Vici. Vidi Vici prepared specialized limited edition planned sets targeting popular online channels in China such as Tmall and JD.com for this year's Guanggunje. During the pre-sale period, Vidi Vici achieved a complete sell-out of 13,000 sets of the Illumination Gift Box sold via live broadcast on Tmall.

The Guanggunje event is the largest online sales event every year, and participation in this event is expected to lead to a recovery that overcomes the off-season impact.

LG Household & Health Care exceeded last year's total Guanggunje sales within about 10 minutes of the start of the Guanggunje pre-sale, and Amorepacific's Sulwhasoo recorded a 60% growth compared to last year's total Guanggunje sales on the first day of the pre-sale.

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