[Report] "Delivered by the time you wake up" BeautyCurly's Winning Move, Inside the Live Broadcast Scene

"Products Seen on Live Broadcast at Night, Used on Commute Next Morning"
Beautycurly Grand Opening Commemorative Ten-Day 'Relay Live'

On the 8th, MAC, Total Viewers 60,920 · Sold-Out Areas Follow
'Ten Luxury Beauty Lives in Ten Days' Unprecedented... 'Blackpink Jennie' Ad On Air
Beauty Online Penetration Rate 39.4%... Star Delivery Strength Seen as Advantageous

On the afternoon of the 8th, just before the Beauty Curly Relay Live Commerce MAC episode broadcast, (from left) Yoon Hyeji, a beauty specialist show host, and Bang Bang 2 (Bang Sukjeong), a MAC makeup artist, are conducting the final rehearsal.

[Asia Economy Reporter Yuri Kim] "Everyone, if you order this lipstick now, you can try it on tomorrow morning."

On the 8th at 'Studio 773', a mobile live studio in Gangnam-gu, Seoul, just before the second live commerce star MAC was introduced to grandly announce the grand opening of the beauty-specialized platform Beauty Curly, the atmosphere was tense. While host Yoon Hyeji and makeup artist Bang Sookjung, active as 'Bangbang2', were doing the final script check, the broadcast staff, brand representatives, and product planners outside the camera were busily conducting last-minute checks for smooth communication.

At 8 PM, as the broadcast started through the Beauty Curly online mall, bright and lively voices quickly filled the studio space. The real-time reactions were intense. Over 2,500 questions and answers poured in about the lipstick and eyeshadow colors, lipsticks recommended for cool and warm tones, ordering, and discount methods. The cumulative number of viewers exceeded 30,000 within 20 minutes of the broadcast start and surpassed 40,000 within 30 minutes. Due to the explosive response, the scheduled live time of 60 minutes was extended by 10 minutes. The total number of viewers that day was 60,920, about five times more than typical beauty live broadcasts by general distribution companies. The number of product views during the broadcast also exceeded 36,000.

What stood out especially was that due to Curly's Saetbyeol Delivery (early morning delivery) feature, popular products sold out quickly as soon as they appeared on the broadcast depending on the region. Beauty Curly's key differentiator from other channels is that customers can receive products by 7 AM the next day through Saetbyeol Delivery after the broadcast. In fact, when the host emphasized, "If you order now, you can use it tomorrow morning," the purchase data instantly surged.

On the afternoon of the 8th, just before the Beauty Curly Relay Live Commerce MAC episode broadcast, (from left) Yoon Hyeji, a beauty specialist show host, and Bang Bang 2 (Bang Sukjeong), a MAC makeup artist, are conducting the final rehearsal.

It is unusual for a distribution channel to conduct live commerce for 10 luxury beauty brands over ten days. Curly prepared a relay of live commerce events with Est?e Lauder, MAC, Aveda, Darphin, Physiogel from the 7th to the 11th, and Lanc?me, Biotherm, L'Occitane, Hera, Sulwhasoo from the 14th to the 18th, coinciding with the official opening of Beauty Curly. This is proof of the great effort put into the grand opening. Kim Seul-ah, CEO of Curly, emphasized to employees before the grand opening that this is a new challenge seven years after launching Market Curly, which focuses on everyday grocery shopping, and urged them to concentrate internal capabilities.

Beauty Curly features many 'department store brands,' including MAC, introduced through live commerce that day. Curly emphasized that all products are supplied directly by each brand, ensuring 100% reliability. Additionally, customers can find representative K-beauty brands like Sulwhasoo, emerging luxury brands like Nonfiction, and brands commonly seen in health and beauty stores such as La Roche-Posay all in one place. Transparency in ingredients and the ingredient evaluation results from the U.S. environmental group EWG are also strengths that Beauty Curly promotes. Blackpink's Jennie, a cultural icon of the MZ generation (Millennials + Generation Z), was selected as the face of Beauty Curly.

Curly chose beauty following food because beauty is also a category with relatively low online penetration at 39.4%, making it a promising market. CEO Kim Seul-ah said, "Through 'Curly-verified products,' we will provide excellent customer experiences and make Beauty Curly the leading online beauty shopping platform in Korea."

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