[Exclusive] "Even Wine Joins K-Beauty"... Shinsegae L&B Launches Pinot Noir Cosmetics for the First Time

Three Beauty Products with 'Pinot Noir' Added Released in November
Priced Around 20,000~30,000 KRW, Sold on E-commerce Platforms like Gmarket
Wine & More Accelerates Transition to Lifestyle Brand

Shinsegae Group's liquor subsidiary Shinsegae L&B's 'Wine&More' is collaborating with UCL, a cosmetics ODM·OEM specialist company, to launch beauty products using French Burgundy Pinot Noir next month.

With this product launch, Shinsegae L&B's brand expansion efforts to transform Wine&More from a liquor specialty store into a liquor lifestyle brand are expected to accelerate.

According to industry sources on the 28th, Shinsegae L&B Wine&More will release three cosmetics products containing French Burgundy Pinot Noir on the 4th of next month. The products include a mask pack, hand cream, and body scrub, with the price expected to be around 20,000 to 30,000 KRW for the set of three. Sales are expected to be mainly through e-commerce platforms such as Gmarket.

Wine&More's beauty products focus on the antioxidant effects of polyphenols, organic compounds known to be abundant in grapes. Polyphenols are known for their excellent antioxidant ability to protect DNA damaged by exposure to reactive oxygen species and to protect cellular structural proteins and enzymes, thereby reducing the risk of various diseases. In fact, the French cosmetics brand 'Caudalie' is well recognized for its various products utilizing grape polyphenols.

The Pinot Noir applied in the new products is a red grape variety native to France, known for being difficult to cultivate and vinify but renowned as a premium variety that exudes the finest elegance when well made. The Pinot Noir used in this product comes from 'Maison Louis Jadot,' a representative producer in Burgundy with over 160 years of history. Louis Jadot is a key brand in the Burgundy wine portfolio imported by Shinsegae L&B, and the long-standing trust between the two parties is believed to have led to this collaboration.

Bourgogne Pinot Noir by Louis Jadot.

Shinsegae L&B is expected to accelerate the transformation of Wine&More into a lifestyle brand through this beauty product launch. Since the beginning of this year, Shinsegae L&B has been expanding Wine&More's role from a liquor specialty store to a lifestyle brand encompassing the entire liquor business, including wine. In August, it introduced the industry's first 100% recyclable and biodegradable eco-friendly pulp packaging, and this month, it launched a curated liquor shopping application with membership functions.

The launch of Wine&More beauty products is also interpreted as part of this brand restructuring and strengthening strategy. It was judged that beauty products sharing raw materials, such as using a mask pack and scrub while drinking wine, are a category that can be enjoyed alongside wine consumption in daily life without any sense of incongruity. In fact, Shinsegae L&B's entry into cosmetics was already anticipated when it filed a trademark application for 'Wine&More Beauty (W&M Beauty)' in April.

However, the launch of Wine&More beauty products does not signify Shinsegae L&B's entry into the beauty business. Since it is planned as part of marketing to expand Wine&More as a lifestyle brand, there is potential for expanding the product lineup using grapes, the raw material of wine, but no further plans are being considered. In fact, the Wine&More beauty business will be conducted entirely through consignment production and sales, with Shinsegae L&B receiving brand royalties.