With Expectations for Indoor Mask Removal... Cosmetics 'Smile Bright'

Olive Young Cosmetics Sales Up
Missha & Tony Moly Promotional Event
Myeongdong Road Shops Reopen

On Christmas Day, the Myeongdong shopping street in Jung-gu, Seoul is bustling with citizens and tourists. Photo by Yoon Dong-joo doso7@

[Asia Economy Reporter Moon Hyewon] The cosmetics industry is buzzing with anticipation as the indoor mask mandate is lifted in the new year and expectations rise for an increase in Chinese tourists entering the country next year. In the domestic market, companies are actively conducting promotional events for color cosmetics, while roadshop cosmetics brands are increasing the number of offline stores in preparation for the expected influx of Chinese tourists.

According to the cosmetics industry on the 28th, CJ Olive Young reported that sales of color cosmetics from January to November increased by 50% compared to the same period last year. In particular, base makeup products such as cushions and foundations rose by 70%, and lip makeup increased by 65%. Since the outdoor mask mandate was lifted in September, cosmetics sales have increased in the second half of the year, leading the cosmetics industry to expect a further rise in demand following the lifting of the indoor mask mandate, prompting continuous promotional campaigns.

Able C&C, which operates Missha and A’PIEU, is running the ‘Beauty-ful Christmas’ promotion until the end of this month. Missha is offering up to 50% discounts on makeup products such as the ‘Dare Rouge Velvet’ lipstick for velvet lip effects, the ultra-adherent coverage cushion ‘Stay Cushion,’ and the elastic glow cushion ‘Glow Tension.’ A’PIEU is offering up to 30% discounts on lip and eye makeup items until the end of this month.

Tonymoly is also conducting a 100% winning ‘Holiday Promotion’ until the 31st of this month. During the event period, customers who purchase products through Tonymoly’s official online mall ‘Tony Street’ and nationwide offline stores will receive one entry ticket per 10,000 KRW spent. Even without purchasing products, customers can receive entry tickets through the ‘Roulette Event’ and ‘Attendance Event’ on the company’s online mall ‘Tony Street.’ The more entries a customer has, the higher the chances of winning, with purchase amounts and attendance rates increasing the probability of winning.

Roadshop cosmetics brands, which have continuously reduced the number of offline stores over the past three years due to the COVID-19 pandemic, plan to increase new stores again, focusing on commercial areas frequented by Chinese tourists. Tonymoly recently reopened its first store in Myeongdong, Seoul, and is preparing to open two more stores in the Myeongdong area next year. Skin Food, currently operating two stores in Myeongdong, also plans to open an additional store early next year.

A cosmetics industry official said, "Once the indoor mask mandate is lifted, more consumers will pay attention to makeup, increasing demand for cosmetics." They added, "In response, companies are quickly moving to launch various new products and conduct various discount events to adapt to the no-mask era."

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