Lotte Department Store Cheongnyangni Branch, 'Popular' Among Colorize MZ Generation

Exterior view of the Colorize store opened at Lotte Department Store Cheongnyangni branch.

[Asia Economy Reporter Lim Chun-han] Lotte Department Store announced on the 17th that ‘Colorize,’ which opened at the Cheongnyangni branch last March, is gaining popularity mainly among the MZ generation.

Colorize is a brand that diagnoses customers’ skin tones and suggests the personal colors that suit them best. While some department store cosmetics brands offer personal color diagnosis services, Colorize is the first brand specializing exclusively in personal color consulting to open a store in a department store.

Recently, finding one’s personal color through YouTube, cultural center classes, and mobile apps has become a trend among the MZ generation. An analysis of customers visiting Colorize over about three months since its opening showed that 85% were in their teens and twenties, the MZ generation. The proportion of new customers who had no prior experience using department stores was 80%, and the related purchase rate reached 60%. The number of male customers is also gradually increasing, currently at around 20%.

The consulting fee is KRW 88,000 for individual sessions (1:1, 90 minutes) and KRW 140,000 for group sessions (1:2, 90 minutes), available by advance reservation or on-site booking. During the consultation, customers can discover their unique personal color and receive detailed consulting through a result report, including their best and worst colors, recommended makeup styles, fashion coordination color schemes, brands, and product recommendations.

From the 18th to the 30th, Colorize will run a promotion offering limited quantities of color lipsticks suited to customers’ skin types on a first-come, first-served basis to those participating in consultations. Additionally, customers who bring their result report and visit the VIP BAR will receive two cups of coffee. Lotte Department Store is considering opening additional Colorize stores in the second half of the year to attract new customers and the MZ generation to the department store.

Lee Joo-hyun, head of Lotte Department Store’s Cheongnyangni branch, said, “Personal color has become one of the ways for the MZ generation, who are very interested in color matching to the extent that the new term ‘Tongro’ was coined, and who actively express themselves, to find their identity. We plan to continuously develop new content that the MZ generation can enjoy so that visits do not remain one-time events.”

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