Ably Launches Full-Scale Beauty PB Business... "Targeting the Z+Alpha Generation in Their Teens and Twenties"

Ably Handles Production, Inventory Management, and Marketing
Product Planning Led by Brands
Targeting the Core Consumer Group: Z+Alpha Generation
Supporting the Launch of Products Specialized for Teens and Twenties

Ably Corporation, which operates the fashion platform Ably, announced on October 28 that it will actively pursue its own beauty private brand (PB) business.

Ably's beauty PB will be operated as a "co-prosperity PB model" based on a collaborative structure with partner companies. Product planning will be led by the brands, while Ably will be responsible for production, inventory management, marketing, and overall operations.

This PB initiative primarily targets the 10s and 20s "Z+alpha generation." In the existing cosmetics industry, most products are launched for people in their 20s to 40s, resulting in limited offerings specifically for the Z+alpha generation. In response, Ably is considering supporting beauty brands in developing products specialized for those in their teens and twenties, as well as reintroducing existing product lineups as editions targeting this demographic. According to WiseApp·Retail, an app and retail analytics service, users in their teens and twenties accounted for over 50% of Ably’s user base last month.

The company aims to maximize the impact of its PB through "sell-fluencer" marketing. A "sell-fluencer" is a combination of "seller" and "influencer," referring to individuals who leverage their influence to sell products. Ably plans to raise brand awareness by connecting its self-produced beauty products with sell-fluencers for marketing campaigns. For example, this month, a collaboration between the beauty brand Etude and Chaeyoung, the CEO of the online store Young & Rich and an influencer, launched a three-piece set of products including eyeshadow and tint, which sold out its initial stock within three hours of launch.

The company also plans to establish a dedicated PB section in the future. Through this dedicated space, Ably expects to maximize the exposure efficiency of new brands and PB products and strengthen its connection with consumers.

Kang Seokhoon, CEO of Ably, stated, "Since its launch, Ably has prioritized co-prosperity with sellers, and our PB model is also designed based on a sustainable partnership structure with our partners. Through the full-scale launch of our PB, we will provide new growth opportunities for brands and a differentiated product experience for consumers."

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