High-End Perfume Sells Like Hotcakes... Shinsegae International's Beauty Sales Up 650%

[Asia Economy Reporter Seungjin Lee] As the social distancing level 4 was extended and people refrained from going out, purchases of high-end perfumes and cosmetics online have significantly increased.

Shinsegae International announced on the 24th that sales in the beauty category increased by 653% year-on-year during the 'Beauty Special Exhibition' held on its own online mall SI Village from the 16th to the 22nd. Thanks to the success of the beauty exhibition during this period, the overall sales of SI Village also grew by 264% compared to the same period last year.

Shinsegae International planned this event by gathering 14 of its own beauty brands favored by customers, including popular niche perfumes such as Byredo, Diptyque, and Santa Maria Novella. They prepared special customer appreciation events available only online, including discount benefits, additional benefits by brand, and gift giveaways.

At the start of the event, it quickly spread through famous online communities under the nickname 'Simaeul Perfume Frenzy,' causing sales to explode. 'Simaeul' is a shortened term used among the MZ generation (Millennials + Generation Z) to refer to SI Village. SI Village has established itself as a representative official importer guaranteeing genuine products for niche perfume purchases.

During the event period, niche perfume brands showed the highest sales growth. Sales of the French perfume brand Diptyque increased by 816%, Byredo, the most favored brand among the MZ generation, rose by 763%, and Santa Maria Novella surged by 479%.

The best-selling products were ranked as 'Byredo Blanche Eau de Parfum,' 'Diptyque Eau de Parfum L'Ombre Dans L'Eau,' and 'Byredo Mojave Ghost Eau de Parfum.' A total of 20,000 bottles of niche perfumes were sold through SI Village in one week, exceeding the usual three-month sales volume.

As the heat continued, products with skin soothing effects also gained popularity. The in-house skincare brand Yeonjak saw its online sales increase by 404% year-on-year during the event period. The 'Prickly Pear & Opuntia Moisture Soothing Cream' and 'Calming and Comforting Ampoule' were the best sellers.

Additionally, the in-house brand Roybi's functional hair care product for hair loss, launched in July, saw sales increase by 839% compared to the previous month during the same period. Limited quantity special-priced products sold out one after another, driving the brand's performance, and Roybi's overall online sales also grew by 1337% compared to the previous month.

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