KOTRA Holds Online 'K-Beauty Festival' with Elle Netherlands

Anke de Jong, editor-in-chief of ELLE Netherlands, is promoting the K-Beauty box by unboxing it through ELLE Netherlands' official Instagram account. (Photo by KOTRA)

[Asia Economy Reporter Jeong Hyunjin] KOTRA announced on the 8th that, together with the Korea Cosmetic Industry Institute, it will hold a K-Beauty Festival in collaboration with the famous lifestyle magazine 'ELLE Netherlands' as part of the region-specific market tailored support project 'K-Lifestyle in Europe' in Amsterdam, Netherlands.

The event will feature various programs including an Instagram online live session, distribution and unboxing of K-Beauty products, and online business consultations. During the Instagram live session hosted by ELLE Netherlands, Ank de Jong, editor-in-chief of ELLE Netherlands, and Dylan Sava, a Dutch beauty life influencer, will introduce K-Beauty brands using eco-friendly and innovative materials and demonstrate the products.

Additionally, ELLE Netherlands will publish a booklet containing promotional materials from 28 domestic companies and K-Beauty photo shoots by four influencers as an exclusive supplement in the December issue of its magazine. They plan to distribute 40,000 copies nationwide through local bookstores, kiosks, and regular subscribers in the Netherlands.

KOTRA collaborated with ELLE Netherlands to produce 200 K-Beauty boxes composed of products from participating domestic companies. To maximize the achievements of the 28 participating companies, about 100 buyers from the Netherlands and nearby European countries were arranged for online consultations before and after the ELLE Netherlands K-Beauty Festival.

Lee Gilbeom, head of KOTRA's Europe Regional Headquarters, said, "This K-Beauty project is a digital marketing method suitable for Europe, which has re-entered lockdown due to the recent emergence of 'Omicron.' It can maximize the effect through cooperation with a famous brand like ELLE in advanced markets such as Europe, where it is difficult to raise brand awareness for our companies."

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