Shinsegae International Yeonjak Launches Sensitive Line 'Calming·Comforting'

Targeting the MZ Generation and the Chinese Market

[Asia Economy Reporter Lim Hye-seon] Shinsegae International's cosmetics brand Yeonjak announced on the 3rd that it will launch a sensitive skin line called 'Calming·Comforting.'

The 'Calming·Comforting' line is a product developed over a long period by Yeonjak to capture the rapidly growing sensitive skin cosmetics market. The ingredients include eight types such as Purslane, Sophora Flavescens, Artemisia Capillaris, Mung Bean, and Houttuynia Cordata. Among them, Sophora Flavescens extract is known to have a soothing effect on irritated skin.

Additionally, only mild ingredients with EWG Green ratings were used to reduce skin irritation.

The line is released in three types: a toner pad that can improve keratin, a cooling ampoule that lowers skin temperature by about 4℃ immediately upon application, and a refreshing gel-type moisturizing cream that provides moisture without stickiness. Prices range from 45,000 to 65,000 KRW.

Through the 'Calming·Comforting' line, Yeonjak plans to actively target the MZ generation, who prioritize ingredient safety and functionality and carefully consider skin irritation and sensitivity. In particular, it sees high growth potential in China. According to data released last year by KOTRA titled 'China, Increasing Demand for Sensitive Skin Cosmetics,' about 36% of Chinese women suffer from sensitive skin issues, and the market share of sensitive skin products in China accounts for 1.22% of the entire Chinese cosmetics market, indicating very high growth potential.

Accordingly, Yeonjak expects to further strengthen its position in China through the expansion of its sensitive skin product line.

Currently, Yeonjak is increasing its recognition in the Chinese online market by consecutively hitting products such as the Jeoncho Concentrate and the Prickly Pear & Black Bean Moisturizing Cream. Tmall Global, China's largest cross-border e-commerce platform, selected Yeonjak as a key new brand for cultivation from 2021 to 2022 and promised full support.

A Yeonjak official from Shinsegae International said, “Before the official launch of the sensitive skin line, we held a sample experience event, and all prepared sets were sold out within five minutes of the start of sales, showing an explosive response,” adding, “As the Chinese sensitive skin market continues to grow, we will solidify our position through active marketing and expansion of distribution channels.”

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