"Up to 90% Off Cosmetics"... Hyundai Home Shopping Opens Beauty Select Shop 'Koasis'

First Offline Beauty Store Operated by a TV Home Shopping Company
Debuts at Premium Outlet Space 1 in Namyangju
Over 120 Beauty Brands Featured Across Four Distinct Zones

On December 10, Hyundai Home Shopping announced the launch of its beauty select shop, Koasis, targeting women in their 30s and older. The core strategy is to offer products whose quality and functionality have been verified through TV home shopping sales broadcasts at the lowest prices in Korea.

Koasis is located on the first floor of Hyundai Premium Outlet Space 1 in Namyangju, Gyeonggi Province, and spans 150 square meters (45 pyeong). Hyundai Home Shopping is the first TV home shopping company to open and operate an offline beauty store.

Exterior view of Hyundai Home Shopping Beauty Select Shop Koasis. Provided by Hyundai Home Shopping.

Koasis, a name combining "cosmetic" and "oasis," signifies "an oasis-like place of rest and healing on the long journey to find beauty." The Koasis store consists of four main zones: the Category Zone, Island Zone, Super Price Zone, and Signature Zone. Out of more than 300 beauty partners secured by Hyundai Home Shopping, about 120 beauty brands and over 800 types of beauty products have been curated for each zone. In addition to beauty products sold on TV home shopping or Hyundai H Mall, Koasis will also introduce exclusive items planned specifically for the store.

In the Category Zone, popular items from Hyundai Home Shopping broadcasts are displayed for each major category, such as creams, essences, and toners. The Island Zone offers value sets with fewer items than the multi-product sets typically sold on TV home shopping. The Super Price Zone features products with discounts of up to 90% through large-scale monthly promotions, while the Signature Zone offers exclusive items available only at Koasis. In the Signature Zone, a customized display is set up for 20 types of shampoos, allowing customers to choose products tailored to scalp concerns such as hair loss and oiliness.

The main target demographic for Koasis is women ranging from their 30s to 60s. Hyundai Home Shopping aims to capture a niche market with a differentiated product lineup compared to existing offline beauty channels. While offline beauty channels targeting customers in their teens and twenties focus on ultra-low prices, and those targeting customers in their twenties and thirties emphasize trendy color or point makeup products, Koasis has built its lineup around functional skincare tailored to the concerns of women in their 30s to 60s, such as blemishes, wrinkles, and skin elasticity. A Hyundai Home Shopping representative explained, "We will maintain the brand overlap rate between Koasis and other major offline beauty channels at under 10%, establishing a differentiated positioning from existing beauty select shops."

Hyundai Home Shopping plans to expand its channels centered on Hyundai Outlets, starting with the opening of this first Koasis store. The company also intends to accelerate its omnichannel strategy, encompassing TV, mobile, and now offline channels. To this end, it recently reorganized its structure and established a new Omnicommerce Team. This team will be responsible for enhancing the competitiveness of offline channels and strengthening organic connections with existing TV home shopping and mobile live commerce.

A Hyundai Home Shopping representative stated, "We will build an omnichannel ecosystem so that the strengths of each platform-such as the trust and expertise of TV home shopping, the convenience of mobile live commerce, and the spatial experience of offline stores-can be organically connected to create synergy."

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